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Description

Description

"The wealth of better-for-you NPD has contributed to ongoing growth for this mature market. Consumers’ ongoing appetite for more choice in healthier options, both for adults and specifically for children, signals that this area continues to offer opportunities and warrant attention. With taste remaining the top priority within this category, products will need to prove their worth on this front in order to win over consumers."

 Alice Pilkington, Food and Drink Analyst

This Report will cover the following areas 

  • Demand for healthier products within the category remains high
  • ‘Positive nutrition’ NPD can capitalise on the ‘snackification’ of mealtimes
  • Focus on ethical and environmental credentials can help brands distinguish themselves

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Volume and value growth continue and the future looks rosy
              • Figure 1: Forecast of UK retail value sales of crisps, savoury snacks and nuts, 2014-24
            • Potato-based and other snacks thrive, while popcorn’s value begins to decline
              • Figure 2: UK retail value sales of crisps, savoury snacks and nuts, by segment, 2018 and 2019
            • Mealtime ‘snackification’ and ongoing concerns over sugar benefit the market
              • Government’s initiatives to improve the nation’s health affect the market
                • Public awareness of environmental impact of plastic increases
                  • Companies and brands
                    • Walkers’ core range suffers whilst its other lines, and own-label, see healthy growth
                      • Figure 3: Leading brands’ shares in the UK crisps market, by value, 2018/19*
                    • Strong performances across some top brands and own-label in potato-based, baked and other snacks
                      • Figure 4: Leading brands’ shares in the UK potato-based, baked and other snacks market, by value, 2018/19*
                    • A rise in protein claims, whilst L/N/R fat claims fall in new launches
                      • Brands improve the environmental credentials of their packaging
                        • Adspend reaches five-year high in 2019
                          • Walkers continues to lead in positive perceptions
                            • The consumer
                              • Crisps, savoury snacks and nuts usage is extremely high across all age groups
                                • Figure 5: Types of crisps/crisp-style snacks eaten, October 2019
                              • Taste is the overriding priority for consumers; Millennials are most focused on health
                                • Figure 6: Crisps, savoury snacks and nuts buying factors, October 2019
                              • Favourite flavour and brand are top factors when buying crisps for oneself
                                • Figure 7: Factors considered most important in a crisp or crisp-style snack, October 2019
                              • High demand for more healthier options, yet scepticism lingers over reduced-salt varieties
                                • Figure 8: Behaviours relating to crisps, savoury snacks and nuts, October 2019
                              • Palm oil is a turn-off; over half of users see the snacks as mood-boosting
                                • Figure 9: Attitudes towards crisps, savoury snacks and nuts, October 2019
                              • What we think
                              • Issues and Insights

                                • Demand for healthier products within the category remains high
                                  • The facts
                                    • The implications
                                      • ‘Positive nutrition’ NPD can capitalise on the ‘snackification’ of mealtimes
                                        • The facts
                                          • The implications
                                            • Focus on ethical and environmental credentials can help brands distinguish themselves
                                              • The facts
                                                • The implications
                                                • The Market – What You Need to Know

                                                  • Continuous volume and value growth over 2014-19
                                                    • A positive outlook for the category over the next five years
                                                      • Potato-based and other snacks thrive
                                                        • Nuts continue to benefit from health halo and rise in NPD
                                                          • Popcorn value begins to decline, while meat snacks continue to grow
                                                            • Mealtime ‘snackification’ and ongoing concerns over sugar benefit the market
                                                              • Government’s initiatives to improve the nation’s health affect the market
                                                                • Public awareness of environmental impact of plastic increases
                                                                • Market Size and Forecast

                                                                  • Continuous volume and value growth over 2014-19
                                                                    • Healthy innovation has supported growth
                                                                      • The market also benefits from wider snacking trends
                                                                        • A slowdown in growth in 2019
                                                                          • Figure 10: UK retail value and volume sales of crisps, savoury snacks and nuts, 2014-24
                                                                        • Further volume growth ahead
                                                                          • Embedded snacking culture and healthier NPD will support growth
                                                                            • Growth of 15-24s and evenings in will benefit the category
                                                                              • Figure 11: Forecast of UK retail value sales of crisps, savoury snacks and nuts, 2014-24
                                                                              • Figure 12: Forecast of UK retail volume sales of crisps, savoury snacks and nuts, 2014-24
                                                                            • Forecast methodology
                                                                            • Market Segmentation

                                                                              • Potato-based and other snacks thrive
                                                                                • Figure 13: UK retail value sales of crisps, savoury snacks and nuts, by segment, 2014-19
                                                                                • Figure 14: UK retail volume sales of crisps, savoury snacks and nuts, by segment, 2014-19
                                                                              • Potato crisps/chips slip into decline
                                                                                • Volume sales of baked snacks drop, but values return to growth
                                                                                  • Popcorn value begins to decline
                                                                                    • Meat snacks see healthy growth in value sales
                                                                                      • Nuts continue to benefit from health halo
                                                                                        • Figure 15: UK retail value and volume sales of nuts, by sub-segment, 2017-19
                                                                                    • Market Drivers

                                                                                      • Snacking is entrenched in British habits, and encroaching upon mealtimes
                                                                                        • Meat snacks, nuts and high-protein savoury snacks benefit from enduring interest in protein
                                                                                          • National Food Strategy prompts calls for lower salt
                                                                                            • Calls for snacking to be banned on public transport
                                                                                              • Government proposes crackdown on ‘junk food’ promotions and advertising
                                                                                                • Parents have nutrition concerns within this category
                                                                                                  • Public awareness of environmental impact of plastic increases
                                                                                                    • Brands partner with TerraCycle to improve their environmentally friendly credentials
                                                                                                      • Heavy flooding and Brexit could affect crisp prices in 2020
                                                                                                        • Ageing population snack less but number of 15-24s set to increase
                                                                                                          • Figure 16: Trends in the age structure of the UK population, 2014-19 and 2019-24
                                                                                                        • Uncertainty around Brexit and the economic outlook
                                                                                                        • Companies and Brands – What You Need to Know

                                                                                                          • Walkers’ core crisps range suffers whilst its other lines, and own-label, grow
                                                                                                            • Strong performances across some top brands and own-label in potato-based, baked and other snacks
                                                                                                              • Propercorn wins share in the popcorn segment
                                                                                                                • A rise in protein claims, whilst L/N/R fat claims fall
                                                                                                                  • Seasonal launches see adventurous innovation
                                                                                                                    • McCoy’s and Pringles tap into the popularity of world cuisine
                                                                                                                      • Brands improve the environmental credentials of their packaging
                                                                                                                        • Advertising spend reaches five-year high in 2019
                                                                                                                          • Walkers continues to lead in positive perceptions
                                                                                                                          • Market Share

                                                                                                                            • Continued M&A activity in 2019
                                                                                                                              • Walkers’ core range suffers whilst its other lines see healthy growth
                                                                                                                                • Figure 17: Leading brands’ sales and shares in the UK crisps market, by value and volume, 2017/18 and 2018/19
                                                                                                                              • Kettle feels the pressure
                                                                                                                                • McCoy’s retains second place in crisps
                                                                                                                                  • Seabrook enjoys value growth
                                                                                                                                    • Strong performances across some top brands and own-label in potato-based, baked and other snacks
                                                                                                                                      • Hula Hoops enjoys strong value and volume growth
                                                                                                                                        • Pringles boosted by new launch activity
                                                                                                                                          • Most of Walkers’ brands grow in potato-based, baked and other snacks
                                                                                                                                            • Figure 18: Leading brands’ sales and shares in the UK potato-based, baked and other snacks market, by value and volume, 2017/18 and 2018/19
                                                                                                                                          • Butterkist sales stabilise
                                                                                                                                            • Figure 19: Leading brands’ sales and shares in the UK popcorn market, by value and volume, 2017/18 and 2018/19
                                                                                                                                          • Own-label remains market leader in nuts
                                                                                                                                            • Figure 20: Leading brands’ sales and shares in the UK nuts market, by value and volume, 2017/18 and 2018/19
                                                                                                                                          • Peperami and Fridge Raiders continue to dominate meat snacks
                                                                                                                                            • Figure 21: Leading brands’ sales and shares in the UK meat snacks market, by value and volume, 2017/18 and 2018/19
                                                                                                                                        • Launch Activity and Innovation

                                                                                                                                          • A rise in protein claims
                                                                                                                                            • Figure 22: Share of new product launches in the UK crisps, savoury snacks and nuts market, by top 20 claims, 2015-19 (sorted by 2019)
                                                                                                                                            • Figure 23: Savoury snack launches with an emphasis on protein, 2019
                                                                                                                                          • Growth in fibre claims…
                                                                                                                                            • Figure 24: Brave Sweet Chilli Flavoured Roasted Chickpeas, 2019
                                                                                                                                          • Packaging revamp for KP highlights protein and fibre
                                                                                                                                            • Figure 25: New pack design for KP Nuts, 2019
                                                                                                                                          • Graze extends Crunch range
                                                                                                                                            • Figure 26: Graze Lightly Sea Salted Crunch, 2019
                                                                                                                                          • …whilst L/N/R fat and calorie claims fall
                                                                                                                                            • Walkers extends Oven Baked range to include vegetable crisps
                                                                                                                                              • Figure 27: Walkers Oven Baked with Veg, 2019
                                                                                                                                            • Just 3% of launches carried L/N/R calorie claims in 2019
                                                                                                                                              • Figure 28: Share of new product launches in the crisps, savoury snacks and nuts market featuring high/added fibre, L/N/R fat, high/added protein and L/N/R calorie claims, 2015-19
                                                                                                                                            • Propercorn extends into lentil chips with less than 100 calories
                                                                                                                                              • Sainsbury’s ‘Taste of the Future’ helps emerging snack brands get a foothold
                                                                                                                                                • Innovation using more unusual base ingredients continues
                                                                                                                                                  • Figure 29: Not Corn Sweet & Salty Popped Sorghum, 2019
                                                                                                                                                • Popped lotus seeds have burst onto the snacking scene
                                                                                                                                                  • Figure 30: Guruji Salt & Cacao Popped Lotus Seeds, 2019
                                                                                                                                                • Nairn’s diversifies into popped snacks
                                                                                                                                                  • Figure 31: Nairn’s Pop Oats Sour Cream & Chive Popped Oat Snacks, 2018
                                                                                                                                                • Walkers unveils Hint of Salt line
                                                                                                                                                  • Brands improve the environmental credentials of their packaging
                                                                                                                                                    • Smaller brands explore greener materials
                                                                                                                                                      • Figure 32: Just Natural Organic Blanched Almonds with compostable packaging, 2019
                                                                                                                                                      • Figure 33: Two Farmers Salt & Cider Vinegar Herefordshire Hand-Cooked Crisps, 2019
                                                                                                                                                      • Figure 34: Natural Selection Raw Crunchy Cashew Nuts, 2020
                                                                                                                                                    • Graze sets out an ambitious plastic reduction plan
                                                                                                                                                      • Brands respond to food waste
                                                                                                                                                        • Figure 35: Savoury snack launches with an emphasis on tackling food waste, 2019
                                                                                                                                                      • Meat snacks see a rise in NPD…
                                                                                                                                                        • Figure 36: Recent meat snack launches, 2019
                                                                                                                                                      • ...and vegan jerky alternatives start appearing on shelves
                                                                                                                                                          • Figure 37: Examples of vegan jerky, 2019
                                                                                                                                                        • Walkers adds to the Max range
                                                                                                                                                          • Seasonal launches see adventurous innovation
                                                                                                                                                            • Figure 38: Examples of seasonal launches, 2019
                                                                                                                                                          • International flavours continue to attract NPD
                                                                                                                                                            • Retailers look to world flavours in their premium ranges
                                                                                                                                                              • International snack and dip products emerge
                                                                                                                                                                • KP Snacks responds to popularity of Mexican flavours with McCoy’s Muchos
                                                                                                                                                                  • Pringles launches Rice Fusions
                                                                                                                                                                    • Shoppers poll chooses new Pringles Piri Piri flavour
                                                                                                                                                                      • Old El Paso launches Tortilla Bowl format
                                                                                                                                                                        • Figure 39: Old El Paso Tortilla Bowls with Sea Salt, 2019
                                                                                                                                                                      • Danone launches an allergy-friendly kids’ range
                                                                                                                                                                        • Figure 40: Marty’s Barbeque popped Chickpea Chips, 2019
                                                                                                                                                                      • Innovation in ‘savoury’ snacks
                                                                                                                                                                      • Advertising and Marketing Activity

                                                                                                                                                                        • TV advertising loses spend, digital and cinema
                                                                                                                                                                          • Figure 41: Total above-the-line, online display and direct mail advertising expenditure on crisps, savoury snacks and nuts, by media channel, 2015-19
                                                                                                                                                                          • Figure 42: Total above-the-line, online display and direct mail advertising expenditure on crisps, savoury snacks and nuts, by advertiser, 2015-19
                                                                                                                                                                        • Walkers enlists the Spice Girls to kick off ‘Too Good to Share’…
                                                                                                                                                                          • …maintaining the message throughout its campaigns
                                                                                                                                                                            • Walkers spends big on Mariah Carey for Christmas
                                                                                                                                                                              • Pringles marks new launch with £3 million campaign
                                                                                                                                                                                • Peperami supports repositioning with seven-figure marketing campaign
                                                                                                                                                                                  • KP Snacks supports Tyrrells with “Tyrrellbly Tyrrellbly tasty” campaign
                                                                                                                                                                                    • KP partners with Movember to raise awareness for men’s health
                                                                                                                                                                                      • KP Snacks makes significant investment in Flavarings
                                                                                                                                                                                        • Flavour calls for McCoy’s Muchos
                                                                                                                                                                                          • Butterkist campaign encourages consumers to ‘get things popping’
                                                                                                                                                                                            • Criticism of cricket tournament for KP Snacks sponsorship
                                                                                                                                                                                              • Graze goes big on advertising
                                                                                                                                                                                              • Brand Research

                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                    • Figure 43: Attitudes towards and usage of selected brands, December 2019
                                                                                                                                                                                                  • Key brand metrics
                                                                                                                                                                                                    • Figure 44: Key metrics for selected brands, December 2019
                                                                                                                                                                                                  • Brand attitudes: Walkers sets itself apart on positive perceptions
                                                                                                                                                                                                    • Figure 45: Attitudes, by brand, December 2019
                                                                                                                                                                                                  • Brand personality: Pringles wins on the fun factor
                                                                                                                                                                                                    • Figure 46: Brand personality – macro image, December 2019
                                                                                                                                                                                                  • Walkers is the most traditional, family-friendly brand
                                                                                                                                                                                                    • Figure 47: Brand personality – micro image, December 2019
                                                                                                                                                                                                • The Consumer – What You Need to Know

                                                                                                                                                                                                  • Usage is extremely high across all age groups
                                                                                                                                                                                                    • Crisps and crisp-style snacks enjoy most frequent usage in the market
                                                                                                                                                                                                      • Taste is the overriding priority for consumers
                                                                                                                                                                                                        • Millennials are most focused on the healthiness of savoury snacks
                                                                                                                                                                                                          • High demand for more healthier options for adults and children…
                                                                                                                                                                                                            • …but consumers are sceptical of reduced-salt varieties
                                                                                                                                                                                                              • More vegan options interest nearly half of 16-34s
                                                                                                                                                                                                                • Palm oil puts 48% of users off snacks
                                                                                                                                                                                                                  • Over half of users see the snacks as mood-boosting
                                                                                                                                                                                                                    • ‘Snackification’ of mealtimes provides opportunities for high-protein NPD
                                                                                                                                                                                                                    • Usage of Crisps, Savoury Snacks and Nuts

                                                                                                                                                                                                                      • Usage is extremely high across all age groups
                                                                                                                                                                                                                        • Young women have the broadest repertoires
                                                                                                                                                                                                                          • Figure 48: Repertoire of types of crisps, savoury snacks and nuts eaten, October 2019
                                                                                                                                                                                                                        • Crisps enjoy greatest popularity
                                                                                                                                                                                                                          • Figure 49: Percentage of different types of crisps/crisp-style snacks eaten, October 2019
                                                                                                                                                                                                                        • Nuts benefit from health halo
                                                                                                                                                                                                                          • Figure 50: Types of nuts eaten, October 2019
                                                                                                                                                                                                                        • Meat snacks and popcorn enjoy highest popularity amongst 16-24s
                                                                                                                                                                                                                          • Figure 51: Types of other savoury snacks eaten, October 2019
                                                                                                                                                                                                                        • Baked savoury snacks’ popularity demonstrates interest in healthier options
                                                                                                                                                                                                                          • Over a third choose hand-cooked snacks
                                                                                                                                                                                                                            • Figure 52: Types of snacks eaten, October 2019
                                                                                                                                                                                                                        • Frequency of Eating Crisps, Savoury Snacks and Nuts

                                                                                                                                                                                                                          • Crisps and crisp-style snacks enjoy most frequent usage
                                                                                                                                                                                                                            • Figure 53: Frequency of eating crisps, savoury snacks and nuts, October 2019
                                                                                                                                                                                                                          • Popcorn fails to carve a place as a daily snack
                                                                                                                                                                                                                            • Nuts buck trend of other subcategories’ youth bias in usage frequency
                                                                                                                                                                                                                            • Crisps, Savoury Snacks and Nuts Choice Factors

                                                                                                                                                                                                                              • Taste is the overriding priority for consumers
                                                                                                                                                                                                                                • Figure 54: Crisps, savoury snacks and nuts choice factors, October 2019
                                                                                                                                                                                                                              • Only a third prioritise healthiness
                                                                                                                                                                                                                                • Millennials are most focused on how healthy their savoury snacks are
                                                                                                                                                                                                                                  • Price is less important than taste
                                                                                                                                                                                                                                    • Ethical and environmental considerations aren’t a huge priority…
                                                                                                                                                                                                                                      • …but a proactive approach can nonetheless garner interest and create standout
                                                                                                                                                                                                                                        • Favourite flavour and brand are top factors when buying crisps for oneself
                                                                                                                                                                                                                                          • Figure 55: Factors considered most important in a crisp or crisp-style snack, October 2019
                                                                                                                                                                                                                                        • Opportunity for new twists on favourite flavours
                                                                                                                                                                                                                                        • Behaviours Relating to Crisps, Savoury Snacks and Nuts

                                                                                                                                                                                                                                          • High demand for more healthier options for adults
                                                                                                                                                                                                                                            • Alternative base ingredients hold potential
                                                                                                                                                                                                                                              • A rounded better-for-you proposition is needed
                                                                                                                                                                                                                                                • Figure 56: Behaviours relating to crisps, savoury snacks and nuts, October 2019
                                                                                                                                                                                                                                              • Three in four parents think there should be more healthier snacks for children
                                                                                                                                                                                                                                                • Consumers sceptical of reduced-salt varieties
                                                                                                                                                                                                                                                  • More vegan options interest nearly half of 16-34s
                                                                                                                                                                                                                                                    • Palm oil puts 48% of users off snacks
                                                                                                                                                                                                                                                      • Figure 57: Brave Dark Chocolate Flavoured Roasted Chickpeas back packaging detail, 2019
                                                                                                                                                                                                                                                    • Local ingredients would be popular with over half of consumers
                                                                                                                                                                                                                                                    • Attitudes towards Crisps, Savoury Snacks and Nuts

                                                                                                                                                                                                                                                      • Over half of users see the snacks as mood-boosting
                                                                                                                                                                                                                                                        • Scope to further build on feelgood connotations
                                                                                                                                                                                                                                                          • Figure 58: Attitudes towards crisps, savoury snacks and nuts, October 2019
                                                                                                                                                                                                                                                        • ‘Snackification’ of mealtimes provides opportunities for high-protein NPD
                                                                                                                                                                                                                                                          • Interest in organic options is high
                                                                                                                                                                                                                                                            • Snacks play a significant role in Big Night In
                                                                                                                                                                                                                                                            • Appendix – Data Sources, Abbreviations, and Supporting Information

                                                                                                                                                                                                                                                                • Abbreviations
                                                                                                                                                                                                                                                                  • Consumer research methodology
                                                                                                                                                                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                                                                                                                                                                    • Forecast methodology
                                                                                                                                                                                                                                                                        • Figure 59: Total UK retail value sales of crisps, savoury snacks and nuts, best- and worst-case forecast, 2019-24
                                                                                                                                                                                                                                                                        • Figure 60: Total UK retail volume sales of crisps, savoury snacks and nuts, best- and worst-case forecast, 2019-24
                                                                                                                                                                                                                                                                    • Appendix – Market Share

                                                                                                                                                                                                                                                                        • Figure 61: Leading manufacturers’ sales and shares in the UK crisps market, by value and volume, 2017/18 and 2018/19
                                                                                                                                                                                                                                                                        • Figure 62: Leading manufacturers’ sales and shares in the UK potato-based, baked and other snacks market, by value and volume, 2017/18 and 2018/19
                                                                                                                                                                                                                                                                        • Figure 63: Leading manufacturers’ sales and shares in the UK popcorn market, by value and volume, 2017/18 and 2018/19
                                                                                                                                                                                                                                                                        • Figure 64: Leading manufacturers’ sales and shares in the UK nuts market, by value and volume, 2017/18 and 2018/19
                                                                                                                                                                                                                                                                        • Figure 65: Leading manufacturers’ sales and shares in the UK meat snacks market, by value and volume, 2017/18 and 2018/19
                                                                                                                                                                                                                                                                    • Appendix – Launch Activity and Innovation

                                                                                                                                                                                                                                                                        • Figure 66: Share of product launches in the UK crisps, savoury snacks and nuts market, by sub-segment, 2015-19 (sorted by 2019)
                                                                                                                                                                                                                                                                    • Appendix – Advertising and Marketing Activity

                                                                                                                                                                                                                                                                        • Figure 67: Total above-the-line, online display and direct mail advertising expenditure on crisps, savoury snacks and nuts, by advertiser, 2015-19
                                                                                                                                                                                                                                                                    • Appendix – Brand Research

                                                                                                                                                                                                                                                                      • Pringles user profile
                                                                                                                                                                                                                                                                        • Figure 68: User profile of Pringles, December 2019
                                                                                                                                                                                                                                                                      • Walkers user profile
                                                                                                                                                                                                                                                                        • Figure 69: User profile of Walkers, December 2019
                                                                                                                                                                                                                                                                      • Tyrrells user profile
                                                                                                                                                                                                                                                                        • Figure 70: User profile of Tyrrells, December 2019
                                                                                                                                                                                                                                                                      • Doritos user profile
                                                                                                                                                                                                                                                                        • Figure 71: User profile of Doritos, December 2019
                                                                                                                                                                                                                                                                      • Kettle user profile
                                                                                                                                                                                                                                                                        • Figure 72: User profile of Kettle, December 2019
                                                                                                                                                                                                                                                                      • McCoy’s user profile
                                                                                                                                                                                                                                                                        • Figure 73: User profile of McCoy’s, December 2019
                                                                                                                                                                                                                                                                      • Popchips user profile
                                                                                                                                                                                                                                                                        • Figure 74: User profile of Popchips, December 2019

                                                                                                                                                                                                                                                                    This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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