Selected for the showcase after the strongest sensory response.
NPD Product Showcase Concept
Crunch Culture
Dip into Better
A prebiotic cheese tortilla chip and dip snack made for healthier, flavour-packed snacking on the go.
Crunch Culture pairs baked cheese tortilla chips with a flavour-packed fava bean dip in a 90g single-serve format designed for young professionals aged 20-29.
Separate chip and dip compartments for convenient dipping.
A concept-stage retail price point for the 90g single-serve pack.
A flavour-led alternative in a sweet-dominated gut-health space.
Instagram and TikTok are ready for showcase visitors.
The Opportunity
A savoury gap in gut-health snacking
Crunch Culture responds to a clear gap: gut-health products are growing, but convenient savoury prebiotic snacks remain limited. Our chip-and-dip format offers a playful, flavour-led way to bring gut-health positioning into everyday snacking.
Market and consumer research insights used to shape the product opportunity.
Meet the Product
Meet the chip-and-dip concept
Crunch Culture pairs baked cheese tortilla chips with a smooth fava bean dip. The product is designed as a 90g single-serve snack with separate chip and dip compartments, helping maintain crunch while making the product easy to enjoy on the go.
Product Snapshot
Cheese tortilla chips, fava bean dip, and a clearer savoury gut-health cue.
Main product: Cheese Tortilla Chips with Sundried Tomato & Basil Dip
Audience: Young professionals aged 20-29
Occasion: Health-aware snacking at work, university, travel, or on the go
Proposed RRP: GBP 2.50 for a 90g single-serve pack
Cheese tortilla chips
Baked, not fried
Fava bean dip base
Chicory root fibre/inulin
High in fibre
High in protein
Gluten free
Vegetarian
Designed for convenient on-the-go dipping
What makes it different?
A savoury prebiotic snack built around dipping.
- A savoury alternative in a sweet-dominated gut-health market
- A prebiotic chip-and-dip format with chicory root fibre/inulin
- Designed for convenient, flavour-led snacking on the go
About Chicory Inulin
Why inulin is part of the concept
Crunch Culture is formulated with chicory root fibre/inulin, a prebiotic dietary fibre used to help build the product's fibre positioning while keeping the format savoury and snackable.
6g inulin
per 90g chip-and-dip portion
12g daily intake
two portions provide the amount linked to the authorised claim, which is good for your gut*
Enjoy gradually
higher fibre intakes can cause bloating, gas, cramps, or a laxative effect in some people
Nutrition Snapshot
Per 90g chip-and-dip portion
| Typical values | per 100g | per 90g | %RI* | RI for an average adult |
|---|---|---|---|---|
| Energy kJ | 1074 | 966 | 12% | 8400 |
| Energy kcal | 257 | 232 | 12% | 2000 |
| Fat | 8.7g | 7.8g | 11% | 70g |
| of which saturates | 1.9g | 1.7g | 9% | 20g |
| Carbohydrates | 22g | 20g | 8% | 260g |
| of which sugar | 3g | 2.7g | 3% | 90g |
| Fibre | 18g | 16g | 53% | 30g |
| Protein | 14g | 12g | 24% | 50g |
| Salt | 1.1g | 1g | 17% | 6g |
*Reference intake of an average adult (8400 kJ / 2000 kcal).
Why It Stands Out
Flavour, function, and convenience in one snackable format.
Savoury prebiotic snacking
A gut-health-positioned snack in a savoury chip-and-dip format, offering an alternative to the sweet products that dominate the category.
Built for convenience
A dual-compartment pack keeps chips and dip separate, supporting crisp texture and easy on-the-go use.
Flavour-first development
Familiar flavours are paired with playful twists to make the product approachable, fun, and enjoyable.
Research-led concept
The product was shaped by consumer research, formulation trials, sensory evaluation, packaging development, and commercial planning.
Flavour Range
Choose your dip
The Crunch Culture range explores familiar flavours with a twist, each paired with our baked cheese tortilla chips.
Sundried Tomato & Basil
Terry the Tomato
Rich, herby, savoury, fresh
A rich, herby tomato dip with basil freshness. This was the strongest flavour in sensory evaluation and showed the highest purchase intent.
Roasted Red Pepper & Paprika
Peter the Pepper
Smoky, roasted, warm, bold
A vibrant roasted pepper dip with paprika, smoked notes, and a savoury warmth.
Hot Honey
Burt the Bee
Sweet, spicy, punchy, trend-led
A bold sweet-heat flavour combining honey, chilli, and paprika.
Built From Insight
Built from consumer insight
Evidence from our NPD consumer survey and sensory evaluation.
Crunch Culture was developed through a structured NPD process, including market research, consumer concept testing, formulation development, sensory evaluation, packaging design, and commercial planning.
Sensory Snapshot
Sundried Tomato & Basil led the range
Sundried Tomato & Basil was selected as the lead showcase flavour after achieving the strongest overall liking and highest purchase intent across the three dip concepts.
76% purchase intent
Highest overall liking
Priority launch flavour
Sundried Tomato & Basil
Highest overall liking
Roasted Red Pepper & Paprika
Strong concept fit
Hot Honey
Trend-led flavour idea
Packaging & Convenience
Designed for dipping on the go
This sustainability-aware packaging concept uses a hinged dual-compartment snack cup, keeping the tortilla chips and dip separate until the moment of eating. The format is designed to help maintain chip crunch while making the product easy to carry, open, dip, and enjoy.
- 90g single-serve format
- Separate chip and dip compartments
- Designed to help maintain chip crunch
- Suitable for on-the-go dipping
- Proposed rPET packaging
- Compostable films and labels
- QR code opportunity for product information and brand story
Pitch Support
Made for the NPD showcase
This website supports our product showcase by giving judges and visitors a clear overview of the product concept, consumer need, flavour range, and evidence behind Crunch Culture. During the showcase, we are especially interested in feedback on flavour, packaging, brand appeal, target consumer fit, and commercial potential.
Meet the teamThe Team
Created by our NPD team
Crunch Culture was developed in response to an NPD brief exploring the growing interest in prebiotic-fortified foods and beverages. Our team identified possible product directions, developed the chip-and-dip concept, and produced samples of the lead flavour for evaluation at the showcase.
Lucy Gordon
Team Lead
Snack fact: Refuses to eat anything blue - a firm personal policy, not a product development rule.
Kimran Birah
Secretary
Snack fact: Known for saying "just a small bite" before fully committing to finishing the sample.
Hannah Barwell
Creative Lead
Snack fact: Believes the dip is sometimes better without the chips - a bold stance in a chip-and-dip team.
Muhammad Sharaf
Business Planner
Snack fact: Can lick his elbow - a rare talent, but thankfully not part of the sensory evaluation.
Wing Kwan Kong (Rosella)
Nutritionist
Snack fact: Obsessed with cheese - always grates extra, then snacks on the leftovers.
Julian Wang
Financial Advisor
Snack fact: Sweet chilli flavour has no chance - a pack of sweet chilli crisps can disappear in a minute.
Zehao Yuan
Marketing and Distribution Lead
Snack fact: Can drink a litre of water in one go - impressive hydration, questionable showcase pacing.