Have you "experienced" the SunChips 100% compostable bag? If yes, then you can relate to what thousands of consumers are complaining about -the annoying crinkle of the bag is louder than crunching the chips with your mouth wide open. Apparently, new sales from die hard composters did not outpace lost sales from long-time SunChip lovers who quit buying the product. As a result, FritoLay is now ditching the bag for all but one flavor.
It's another example of a lesson I've been trying to teach "green" marketers -don't compromise on performance or you'll lose your customer. While the idea of all natural and organic is something most of us find appealing, our repeat purchase behavior is dictated by our actual experiences with the product. And, if performance isn't there, we will not buy again. I'm not a purist when it comes to natural & organic products, I'm a realist.
What do you think? Have you ever purchased a "green" product and been disappointed with performance due to its inherent "green-ness"?