“They were pretty angry, actually. And what it boiled down to was that they felt they just couldn’t see the wood for the trees any more when it came to all the empty and often misleading health, low-fat and other claims chip manufacturers were making. We realised that to help people see the wood for the trees, our product would have to stand out and be clearly different in every way possible.”
They started with the packaging, which is made of paper. “Not material made to look like it’s paper to create a fake ‘recycling’ effect — no, genuine paper. We’re still working on creating a paper inner lining but there, too, we want to be honest and open about it. We’re not going to hint that our packaging is all paper when it isn’t. We really do want to do things a little differently.”
What’s in a name?
Next was the name, Say Yes To No, which is first met by most marketing professionals with slight bewilderment. “It was a bit scary at first, standing out with Say Yes To No at those early industry trade shows. But we quickly realised we were standing out in the right way. Retailers were intrigued at first, and on closer inspection liked what they heard. Which wasn’t so surprising, as good retailers listen to their customers, too. They knew that, while this product wasn’t going to change the world, once people saw it they’d want to try it.”
And the retailers were right. Sales are going well and reactions have been positive from everyone from people on the street to Jamie Oliver. “When he offered Say Yes To No a stand at Jamie Oliver’s annual Big Feastival, we were really thrilled. Because apart from being a global cooking phenomenon, he’s also a dedicated campaigner for sensible healthier eating, especially for kids.”
It’s only a chip but… Read more about it here.