SkinnyPop’s new look upset fans—but it’s a smart move. As culture shifts from “diet” to “flavor,” the brand updates its message to stay relevant. A great example of adapting your positioning as trends change.
Jason Feifer says:
Many people HATE the new SkinnyPop redesign — but they’re missing a crucial strategy that every brand must learn:
👉 𝘞𝘩𝘦𝘯 𝘤𝘶𝘭𝘵𝘶𝘳𝘦 𝘴𝘩𝘪𝘧𝘵𝘴, 𝘺𝘰𝘶 𝘴𝘩𝘪𝘧𝘵 𝘺𝘰𝘶𝘳 𝘴𝘦𝘭𝘭𝘪𝘯𝘨 𝘱𝘰𝘪𝘯𝘵.
Here’s the context:
SkinnyPop launched in 2010, when diet-friendly was in. It wasn’t low-carb (“Skinny” = clean ingredients) but the name fit the moment.
Now? “Diet” is out. FLAVOR and FUNCTION are in. So that once-helpful word Skinny could become a liability.
My guess: That’s why SkinnyPop is shifting its emphasis.
𝗢𝗟𝗗 𝗣𝗔𝗖𝗞𝗔𝗚𝗘: “Skinny” jumps out of a plain bag, which is defined by sharp lines (suggesting control + restraint).
𝗡𝗘𝗪 𝗣𝗔𝗖𝗞𝗔𝗚𝗘: Emphasize delicious language and imagery, bordered by rough edges (looseness + play).
𝗣𝗥𝗢𝗗𝗨𝗖𝗧/𝗠𝗔𝗥𝗞𝗘𝗧𝗜𝗡𝗚: It launched new flavors, and its marketing now says it’s “POPular” — playing off Pop, not Skinny.
Some fans are mad. They say the new bag feels off.
But I think SkinnyPop is asking the right question — and you should ask it too: “Did what worked THEN still resonate NOW?”
