案例库 · 市场与品牌 · 市场决策 · 2024–2025
这条还没译成中文，下面是英文原文。
HAK re-packed pulses loud and bright to make them a protein habit
HAK-in-PAK reframed stodgy pulses as a colourful, easy protein for young Dutch shoppers; 2.1M packs, 66% new-category buyers.
HAK
那一手
Dutch shoppers knew pulses were the protein-friendly food, but most simply didn't know what to do with them, so the category had an old-fashioned, effortful image.
HAK launched HAK-in-PAK: bright, colourful, shelf-ready cartons needing no soaking, positioned as the easy, modern way to switch to plant protein. It paired a punchy shelf with recipe inspiration and brand assets aimed at a younger audience.
Instead of preaching protein, the product made pulses convenient and visually exciting, turning a chore into a choice.
为什么管用
- It removes the preparation barrier that was keeping pulses out of baskets.
- Colorful packaging changes the category's visual language from brown to modern.
- Targeting young shoppers catches them before old habits set in.
- Positioning wraps the nutrition story in ease and fun, not obligation.
可以搬走什么
A healthy category is often rejected not for being healthy but for looking hard; fix the ritual and the look before you push the nutrition message.
后来呢
Within a year HAK-in-PAK reached 10.2% penetration, selling over 2.1 million packs of which 66% were category-expanding (buyers new to the product), and delivered a 3.1 percentage-point market-share gain. It won a Silver Effie in the Introduction category at the Effie Awards Netherlands 2025.
资料来源
- Hoe HAK héél Nederland in-PAK-te met modern peulvruchtengemak
- Hak bereikt mijlpaal van twee miljoen verkochte pakjes peulvruchten
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