This concept is perceived as”a big sunshine of health in a bag.” It looks premium quality, new, 
fresh and clean and is seen as the ‘All Natural’ better choice. The ‘100% Natural’ claim (the ‘natural’ proposition is reinforced through the descriptor being featured twice on the pack) encourages respondents to question whether other brands are actually ‘100% natural’ too and in so doing endows this concept with a competitive advantage when it comes to the purchase decision making process (“It looks like this product is just natural and we know that natural products are very helpful to our body.”)


The perception of the brand’s ‘natural’ equity is further enhanced via the overall design aesthetics 
(simplicity of design and natural colour tones which relate to the ‘physiological mood of being healthy’) and the graphic styling and tone of voice of the product benefit claims which are perceived as “extremely rare in a product” positioning this flour as unique and healthier than its competitors 
(“These are big reasons for wanting to make changes to your diet” “Some of my family members can’t eat many carbs because of health issues and this could work as a possible substitute in baked goods I would make them.”)

This concept engenders a ‘feel good factor’ with the ‘live well’ message (an effective differentiator which taps into lifestyle choices and is easily understood)) and ’Natural health that tastes like happy’ messaging, instantly appealing on both an emotional level ( “‘Live Well’ makes me feel good”) - and rational (‘taste’ is a reason to choose) - level. It is perceived a a “guilt and worry-free flour” promoting good health and a healthy lifestyle.
The position on pack of the serving suggestion photography of bread and grain close to the statement ’natural health that tastes like happy’ further enhances the product’s taste and natural cues and inspires the belief that the flour will “...provide some of earth’s natural ingredients and flavors.” 
Some respondents however thought :

  • it looked ‘expensive’ and questioned whether they could afford it
  • questioned whether this flour is bleached (which would counteract the ‘healthy’ proposition)
  • wondered if this may be a modified product and wanted to know more about the process to put their mind at ease.