Abstract:

Kellogg's have available a pretzel product that achieves a significant volume of sale in the United States of America and in Germany. Two alternative positionings have been developed for the product, one being a straight approach, and the other being a more family-oriented. Research was therefore required in order to:

1. Determine which, if either, of the two positionings, achieved a higher degree of acceptability;

2. Establish in absolute terms whether such a product is viable for the U.K. market;

3. Explore the degree to which beer drinkers regard snack foods such as crisps, nuts or pretzels as a desirable adjunct to drinking, and to what extent such foods are eaten with beer, and where or when;

3. Obtain further information on the acceptability of the product itself in a beer-drinking context.