Sary Arepas, a leading Colombian brand of frozen pre-cooked arepas, sought to expand into the U.S. market by offering Colombians abroad an authentic taste of home. Wiper carried out a consumer research and product testing process to understand the habits and perceptions of Hispanics who have lived in the country for more than 10 years. Through focus groups and blind product testing, we helped Sary uncover the attributes consumers value most and the factors that influence their purchasing decisions. The insights gathered were essential in determining which product to launch in the U.S. market and how to position it against the competition.
We conducted virtual focus groups with men and women of different ages and years of residence in the United States. Through open and dynamic conversations, we identified perceptions, emotions, and consumption habits related to Colombian food products and the broader U.S. market context.
We implemented a blind product test using samples from different brands, including Sary and its competitors, without revealing their identities. After one week of testing, participants shared their impressions on flavor, texture, size, packaging, and overall perception. The study revealed that Sary stood out for its flavor, while competitors scored higher in presentation and crispness — insights that became key for refining the brand’s product strategy.
