Bio&Me
Unearthing why strong trial wasn’t turning into repeat purchases
JON WALSH, CEO
“Gus was brilliant at getting to the heart of the problem and articulating it clearly. The clarity from the research made it much easier for us to decide what to do next.”
The challenge
Bio&Me’s granola was getting plenty of trial, but fewer people were coming back for a second purchase. That gap between trial and repeat was quietly holding back growth, and the team needed to understand what was happening in that first experience that made people move on.
Approach
We ran a series of in-depth interviews with three groups: Bio&Me loyalists, customers who had tried the product once and not returned, and regular granola buyers who hadn’t tried Bio&Me.
Rather than simply asking what people liked or disliked, we focused on what motivated them to try Bio&Me (or granola more broadly), the role it played in their everyday routines, and how the experience compared with their expectations going in.
We also explored the cues and assumptions people drew from the brand and pack, and how well they aligned with the reality of eating the product and with expectations for granola more generally.
Impact
A clear pattern emerged.
Loyal Bio&Me buyers were motivated by the brand’s nutritional and gut health benefits and came in with lower expectations of indulgence. For them, the product delivered exactly what they wanted.
More mainstream granola buyers approached Bio&Me differently. Choosing granola already felt like a healthy decision, so enjoyment still mattered. When the experience didn’t quite meet those expectations, they were less likely to return.
The issue wasn’t product quality. It was expectation alignment.
These insights gave Bio&Me clear direction on how to improve repeat purchase, from refining the product range and signposting, to better aligning the first experience with what different buyers are actually looking for, without compromising what loyal customers value.