Appinio x Intersnack

Street Food wins the name game

How Intersnack turned a last-minute naming challenge into a launch success with Appinio’s agile research

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Launch plans take an unexpected turn

Intersnack France, part of the international Intersnack Group, is known for popular snack brands like Vico, Curly, and Monster Munch. The team was set to launch a new Vico chip range inspired by world flavours, under the name “Vico Explore.” Just as the launch was about to go live, the name “Vico Explore” was called into question, and “Street Food” entered the conversation as a serious contender.

 

Although internal tests had shown positive results for “Explore,” the name had never been compared directly with “Street Food.” With less than a week to make the decision, the French marketing team turned to Appinio.

 

 

 

Brand Industry

Food (Snack)

Market

France

Scope

10 targeted questions

Respondents

200 respondents

Age Group

16-35

Fast research with real insights

Appinio designed a streamlined yet in-depth survey to directly compare the two names. Rather than just measuring preference, the study explored how each name performed in terms of attractiveness, fit with the brand, and the image it conveyed.

 

Open-ended responses added context, helping the team understand the reasoning behind people’s preferences. Thanks to Appinio’s automated analysis tools, these qualitative insights were delivered just as quickly as the numbers.

 

What Intersnack says

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“An agile and efficient solution that enabled us to obtain quantitative answers in a very short time.”

M. Thiout - Marketing Lead Chips, Intersnack France

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Quick setup with the right target

 

The study was conducted in France with 200 participants aged 16 to 35, all regular buyers of flavoured potato chips. The survey included 10 questions and was completed in just 24 hours — giving Intersnack the insights they needed in less than three days.

Clear results that shifted the strategy

  • 70% of respondents preferred “Street Food”

  • “Street Food” was perfectly connected to both Snacking and Travel

  • Study completion in under 3 days

The results left no room for doubt: 70% of participants preferred “Street Food,” which evoked clear connections to casual, flavourful snacking and global culinary experiences. While both names appealed to the audience, “Street Food” stood out by sparking more vivid and emotionally engaging associations.

 

Based on these findings, Intersnack moved forward with the “Street Food” name - and the product was launched in 2024. It was immediately well received, earning praise from both consumers and the industry. The range was even named one of the year’s top cross-category innovations.

 

A partnership that keeps evolving

The success of this rapid project strengthened the collaboration between Intersnack and Appinio. What began as a quick-turnaround study has evolved into a broader partnership, with Intersnack now using Appinio for ongoing brand health tracking and a range of other research needs.

 

 

When speed, clarity, and confidence are required, Intersnack knows where to turn.

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