Case Study · Food & Drink
A meal that shapes its own category
pack&satt sells einpott, organic vegan instant meals in a plastic-free paper cup, singly or in bundles. The product answers a familiar everyday question in a new way: what do I eat when I'm in a hurry? There is no established search term for it yet, and that is the chance to shape the category yourself.
I'll show you where your shop loses buyers.
New ground with a clear comparison
Anyone wanting a quick meal knows the usual options: instant noodles, frozen pizza, the canteen or a delivery service. For many people an organic vegan meal in a paper cup is a fresh discovery. Visitors arrive open-minded and file einpott somewhere in a split second. Where they file it decides what they compare price and taste against, and that is the moment the shop can shape.
Then there is tiering. Bundles lift basket value, but for a first purchase what counts is a size that invites people to try. And the packaging, the real unique selling point, deserves its big moment at the right time, after the taste. Bringing both together on one page is the task we took on.
Find the anchor, then test the tiers
At the centre is a simple question: what does a visitor compare this product with the first time they see it? The answer decides which words and images the shop uses. We aligned the shop with that comparison so einpott instantly gets a place in people's minds. Comparing it with instant noodles leads to different arguments than comparing it with a canteen lunch, and both can be used on purpose.
For the bundles we looked at tiering and tested which starter size actually leads to a first purchase. The bigger basket then comes from repeat orders. For the packaging there is a clear order: taste first, then the paper cup. Plastic-free is a strong argument once someone is hungry for the meal. That is where it has its full effect.
New categories grow from an anchor
If you invent a category, you want to explain everything that is new. We think another route is stronger. Find the familiar product visitors compare with anyway, and show from there what makes yours better. That gives guidance and puts the price in context. With bundles, we first ask which size makes the first purchase easy. Repeat orders grow from a good first experience, and with them a category customers soon link to your brand.
Let’s start with your shop.
In the Dropoff Analysis you see where your shop loses buyers. Afterwards you know where the first step pays off.