How Two Expert Studies Nearly Tripled Yammy’s Repurchase Intent

14% → 40% repurchase intent (nearly 3x) · 6.1/10 Commercial Viability · 58 vetted industry experts across two studies

About

Yammy makes better-for-you snacks from a single superfood ingredient: chewy dried sweet potato, naturally sweet with no added sugar, vegan, gluten-free, and non-GMO. Clean label, playful brand, built for on-the-go.

The Challenge

Yammy had a distinctive product and a loyal early following, but a plateau. Before spending on a national retail push, they needed answers the internal team couldn’t give on its own: does the product convert trial into repeat, and what has to change to get there? They wanted the read from the buyers, investors, and operators who decide what stays on shelf.

What We Did

Two industry-expert studies by The Product Lab, sixteen months apart.

• Feb 2025, expert panel (n≈28), original plain SKU. Experts loved the concept and the clean label, but repurchase intent sat at just 14%. The top two fix requests: flavor (“it needs seasoning, salt at the very least”) and texture.

• June 2026, 30-expert panel, the new five-flavor lineup. A full pressure-test across flavor, texture, repurchase, positioning, and channel.

What Changed In Between

Yammy acted on the first study on two fronts: it launched a five-flavor variety pack (Original, Korean BBQ, Salt & Pepper, Snickerdoodle, Sriracha), directly answering the “needs flavor” verdict, and fully rebranded the packaging to sharpen who the product is for.

What the Second Study Revealed

• Repurchase intent reached 40%, nearly triple the 2025 result. Adding flavor moved the exact metric the first study flagged.

• Commercial Viability 6.1/10, a clear “go, but fix first.” Experts see the whitespace; texture consistency and flavor intensity are the remaining scale-blockers.

• Salt & Pepper emerged as the hero flavor (57% top-2-box) and the intensity benchmark for the rest of the line.

• Go-to-market sharpened: premium parents, on-the-go (87%) and lunchbox (73%) occasions, positioned as a clean grab-and-go snack rather than a chip alternative, with a channel sequence that earns credibility in natural and specialty first and approaches club last from strength, rather than fighting the bulk-club incumbent on price.

Where Yammy Is Now

Instead of discovering the texture problem at national scale, Yammy knows exactly what to fix, in what order, and why. They’re reformulating for texture consistency and resealability, the one gap both studies surfaced, and preparing a re-test before wider distribution, plus a set of named expert quotes to carry into retail and investor conversations.

“If you love sweet potatoes, this is THE snack for you. All the things to love about a sweet potato, conveniently packed for on the go, the perfect chewy texture.”
— Celena Ruiz, Category Manager, Fresh Thyme

“Every single flavor should be memorable and deliver on expectations. That’s how you convert a sample to a purchase and a trial to a repeat.”
— Brand Consultant, Encineaters (the constructive guidance behind the flavor and texture fixes)