CONTEXT

Sary Arepas is a Colombian brand of frozen, pre-cooked arepas that aimed to enter the US market, offering Colombians in the United States a taste of home. However, Hispanics in the US adapt their consumption habits based on climatic, social, and cultural contexts.

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CHALLENGE

Understand the purchase and consumption habits of Colombians who have lived in the United States for over 10 years.

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SCOPE OF WORK

We conducted a blind product testing study (without revealing the brand) involving men and women from two distinct age groups: 25–35 years old and 35+ years old.

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• Testing Process:
  Five different samples of arepas, including one from Sary and others from competitors, were distributed for evaluation.

• Follow-Up:
  After a week of testing, we held Zoom interviews to gather feedback and impressions from participants.

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RESULTS / FINDINGS
The interviews revealed several key insights about Colombians living in the United States:

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• They rarely consume regional products unless made by someone they know personally.

• Many perceive that products sold in the US are processed.

• They typically buy products that feature symbols of their country, like the national flag, focusing on origin rather than brand.

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PERFORMANCE INSIGHTS:

• Sary Arepas received strong recognition for its flavor attributes.

• However, competitors scored higher on size, filling, packaging, and crispness.

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These findings provided Sary with the guidance needed to determine the most suitable product to ship to the US market.