Odds Snack Food – Brand Development

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Crafting a Snack Brand Based on Probability


About 4 years ago I met Dr. Paul Rozin, a Cultural Psychologist and researcher of the relationship between humans and food. Through his research he was able to identify that the major determinant of how much we eat, is how much is put in front of us (unit bias). But it is one specific study that Dr. Rozin and his team conducted that has fascinated me since I first learned of it.

The researchers invited a group of participants to a movie screening at a theatre and offered each of them a can of potato chips as a snack. All of the participants were informed that 7 chips constituted a recommended serving. Half of the participants were given a regular can of chips. The other half were given a can of chips where every 7th chip was colored red. After the movie was over the team collected the cans from the participants and counted the number of chips they had eaten. Those who had cans with red chips had eaten 50% less than those who were given the regular can of chips.

The Concept

The truth is most Americans aren't counting out their chips. Nor do they want to. Things like 100 calorie packs address unit bias in part, but what about a brand that is focused on addressing it head on.

Odds is a brand of snacks inspired by Dr. Rozin's research and uses probability to remind consumers how much they have eaten. The nutritional facts on all food labels are loosely based on probability anyways. Lays knows that the average potato chip weighs x grams and therefore x chips will make up an average serving. Odds makes things a bit more playful by using probability and color to remind us about serving size.

For example, in a bag of 140 potato chips, 20 of them would be coloured red. Odds are, if you pull out a red one (or two) you've had a full serving.

Other Possible Extensions:
  1. Pretzels
  2. Pita Chips
  3. Chocolate Covered Almonds
  4. Anything Else Addicting and Bite-Sized