Why I Stopped Buying My Favorite Snack (And Why I'm Back)

As a former Chex Mix brand manager at General Mills, this new reformulation is a happy reminder: never give up on the most important benefit of your food product - TASTE!

Chex Mix Bold had been my favorite flavor for many years until cost and health-based reformulations (less rye chips, more pretzels, sodium and seasoning reductions) had eroded the taste to the point where I jokingly referred to it as Chex Mix Bland. When I occasionally bought it, I would add more onion salt and garlic powder on my own, and even throw in a dash of Worcestershire sauce to give it the old punch I loved.

With this reformulated version it looks like they’ve taken their coated Chex piece technology that started with their 'Max'd' flavors sold in convenience stores and translated it to Bold. What’s more, as I poured out the bag I was so happy to see a healthy pile of rye chips and breadsticks come out along with chex pieces and pretzels.

Tasting is believing and the coated pieces provide the expected super-charged flavor. I even got two coated pieces stuck together in one bite for extra flavor fireworks. It was a delightful taste experience and I couldn't help thinking that this is what happens when you prioritize the consumer's core need above all else.

Sometimes we get so hung up on the better-for-you benefits of products: Nothing artificial, gluten-free, non-GMO, keto-friendly, no added this or that, and the list has grown exponentially over the years. These benefits matter, but they can't carry a product if the fundamental eating experience isn't there.

At the end of it all, people EAT food and if they don’t love it (not just like it) when it hits their mouth, there’s not going to be a repeat purchase. I had stopped repeating on Chex Mix Bold but now I will be again, both for myself and for social occasions when it makes for a great party snack.

Food marketers: What's your take? How do you balance health trends with taste satisfaction?