Defining your value proposition with Walmart
How Chomps used Scintilla to move from data to decision with speed
Scintilla, our single data source, became a common language between Chomps and Walmart. It’s what allowed us to stop guessing each other’s priorities and start building a partnership on shared facts instead.
What happens when a premium, better-for-you brand uses Scintilla to expand its place on the shelf? For Chomps, it started with a deeper understanding of Walmart customer behaviors and a shared view of the business that helped turn those insights into action. These findings helped Chomps work with their Walmart merchant to enhance assortment, pricing, and experience—driving growth and helping to cement Walmart as a healthy-living destination.
The opportunity: Filling white space in Snack Meats at Walmart
When their Walmart merchant noticed a growing number of shoppers actively seeking better-for-you options, Chomps emerged as one of the leading brands in the space.
But the data revealed a significant gap: 72% of Chomps shoppers weren’t buying the brand at Walmart. And when shoppers couldn’t find their preferred Chomps flavor, they often took their entire snack meat purchase elsewhere.
This prompted a conversation about whether the Walmart assortment was truly capturing the opportunity. So together, Chomps and their merchant set out to understand the category’s whitespace and the unmet needs of its shoppers. Using Scintilla, Chomps and Walmart aligned on a shared view of the business to strengthen the assortment and better capture existing demand.
The approach: Laying the groundwork for a Rollback
The team first started by using Scintilla to build a clearer picture of the Chomps shopper at Walmart. By layering custom Shopper Behavior customer groups with the Performance in Detail report, they were able to prove that Chomps could bring new, high-value shoppers to the category.
Establishing customer value
The insights showed Chomps was bringing incremental value to the Snack Meats category. 65% of Chomps shoppers had never purchased Snack Meats at Walmart before purchasing Chomps, demonstrating the brand’s ability to attract new shoppers to the category. The value extended beyond the aisle: Chomps shoppers also spend 22% more per trip across the store than the average Snack Meats shopper.
The team then set out to understand where Chomps shoppers were engaging with the brand. The answer was online.
Tracking trends
While 21% of Snack Meats sales are digitally sourced on average, Chomps saw a higher share at 31%. That finding was reinforced by search behavior found in Digital Landscapes, with Chomps ranking as the #2 branded search term and #4 search term overall in Snack Meats on Walmart.com.
Together, these insights helped support the case for expanded in-store distribution. With this knowledge, Chomps was able to make a recommendation to their merchant that resulted in expanded distribution. As availability grew, Chomps saw the two channels reinforce each other: digital demand supported greater physical availability, while expanded in-store distribution helped drive continued digital growth.
With distribution expanding, Chomps looked to price as the next opportunity to accelerate shopper discovery. Insights from Scintilla gave the team the confidence to recommend their first-ever Rollback to their merchant. Following the merchant’s decision to move forward, Chomps used the platform to track performance and shopper response throughout the three-month test.
The results: True shopper value proved to be the best quality for the best price
The Rollback delivered immediate results, driving 102%-dollar sales growth YoY and moving Chomps from the #4 to #2 brand in dollar share. As performance accelerated, Report Builder helped the team monitor daily and weekly sell-through alongside pipeline inventory to keep in pace with demand.
The impact went beyond the initial sales lift. Customer Perception helped Chomps understand who the Rollback was reaching and what was motivating their purchase: 66% of shoppers were new to Chomps at Walmart and 46% were new to the Snack Meats category. The timing also mattered. Running from January through March, the Rollback aligned with a time when shoppers were focused on better-for-you choices.
In fact, 39% cited cleaner or better-for-you ingredients as a purchase motivator, while just 11% cited price—the lowest of any driver. The findings showed that the Rollback was less about a lower price and more about helping shoppers discover Chomps.
Turning trial into sustained growth
The positive impact continued after the Rollback ended. Chomps saw no fall-off in performance, baseline velocities increased, and new customers brought in during the Rollback converted into loyal, repeat purchasers.
Within their first year of using Scintilla, Chomps expanded its assortment, launched its first Walmart-exclusive flavor, and successfully participated in their first Rollback. Scintilla helped create a shared data language between Chomps and their merchant, turning insights into more informed conversations and new opportunities for growth.
