Bel Groupe
Packaging Test with Eye-Tracking: How Apéricube Wins on the Shelf.
Case Information
The Question
Bel wanted to know which on-pack claim works best.
Bel approached Sprint with a clear question: which message best conveys the large size and shareable nature of Apéricube?
Several claims were on the table. The claim therefore not only had to sound good on paper, but it also had to work on the shelf, among other products, where shoppers quickly look, compare, and choose.
Timing also played a significant role. Bel needed a quick answer to proceed with the updated packaging within the launch deadlines.
The Challenge
Standing out in a busy and competitive cheese aisle.
The cheese market in France is competitive. The wide range of products means consumers see many options and must quickly decide which product suits their moment and need.
Additionally, the aperitif segment was under pressure. Due to rising prices, increasing competition, and a strong focus on price-value, Apéricube needed to clearly demonstrate what the product offers.
For Bel, the challenge was therefore clear: the packaging had to immediately communicate the generous portion and shareable nature. Moreover, the winning claim had to be quickly recognisable, easy to understand, and consistent with the product’s positioning.
The Approach
Packaging test with eye-tracking in a realistic shelf context.
Sprint opted for a packaging test with eye-tracking in a realistic shelf environment, because packaging does not perform in isolation from its context. The power of a claim becomes visible among competitors, prices, colours, and other visual stimuli.
We recreated the cheese shelf to simulate a real shopping situation. This allowed us to better observe how shoppers behaved when they saw Apéricube among other products.
Subsequently, we used eye-tracking and heatmaps. This showed us where shoppers looked, how long they looked, and the order in which their attention moved across the shelf. In addition, static heatmaps provided qualitative insights into the meaning, strength, and weaknesses of individual packaging elements.
Finally, we combined these behavioural insights with quantitative validation. Sprint used structured packaging KPIs to compare claims on clarity, attention, and impact. This quickly provided a reliable picture of the claim that performed strongest.
“The Sprint team behaved as a true business partner, with an excellent understanding of our needs and the ability to adapt to challenging timelines and high demands right up to the final report. I appreciate their research expertise (along with technical expertise and tools) and willingness to develop tools and solutions with clients based on their changing needs.
I would definitely recommend Sprint to other companies for similar projects due to the combination of a strong collaborative mindset, research knowledge, a great platform (customisable on request) and clear and easy ways to analyse the results.”
Strategic Insights France & Benelux, Bel
<span data-metadata=""><span data-buffer="">the result
A clear winner on the packaging.
By combining in-context behavioural measurements with packaging KPIs, Sprint was able to identify the winning claim: “48 Cubes à partager”.
This claim attracted attention, was immediately understandable, and aligned with Apéricube’s positioning as a product for sharing. This gave Bel a clear basis to proceed with the updated packaging.
Bel could then choose packaging that stands out more strongly in the cheese aisle and clearly conveys the message to shoppers.
Impact of the Result
How the insight led to action.
Informed choice for the right claim.
Bel saw which claim worked best and why.
Proceeding with confidence on the packaging.
Behaviour, attention, and KPIs provided the substantiation to advance the updated packaging.
From insight to decision, quickly.
The rapid approach made it possible to make choices within the tight timeframe.
In practice.
What is a packaging test with eye-tracking?
A packaging test with eye-tracking investigates how shoppers look at packaging in a realistic context. It reveals which elements attract attention, which are missed, and how quickly a message is understood.
Why test packaging on the shelf?
Packaging always competes with other products. Therefore, you want to know how the packaging performs in the environment where shoppers actually see it.
What do heatmaps measure in packaging tests?
Heatmaps show which parts of a package or shelf receive the most attention. This reveals whether claims, logos, colours, and other elements stand out sufficiently.
When do you use a packaging test with eye-tracking?
This method is suitable when you want to choose between claims, designs, packaging variants, or shelf arrangements. Eye-tracking provides significant insight, especially for rapid shopper decisions.
Want to know more?
Do you want to know which claim, packaging, or shelf variant helps shoppers choose?
Contact us. We can then explore how Sprint can sharpen your packaging choices.
