Saffola Zest, a salty baked snack introduced by Marico in 2009, failed due to poor consumer response and was withdrawn from the market in the same year. The primary reason for its failure was a misjudgment of the market’s preference for tasty snacks over health-focused options, despite Saffola’s strong reputation for healthy products. 

The reasons for its failure:

• Focus on Health Over Taste:

Saffola Zest was marketed as a healthy snack, but it was not perceived as being tasty enough to compete with established salty snack brands. Consumers in that segment were more interested in flavor and crunch than just the health benefits. 

• Poor Positioning:

The brand was positioned as a healthy alternative to unhealthy snacks, but it didn’t resonate with consumers who were looking for something more palatable and satisfying. 

• Stiff Competition:

The salty snack market was already crowded with established brands, and Saffola Zest struggled to carve out a space for itself. 

• Lack of Market Research:

Marico may not have fully understood the market’s preferences for salty snacks, leading to a product that didn’t meet consumer expectations

In essence, Saffola Zest was a victim of its own success with other Saffola products. 

While the company had established a strong brand reputation for health, they failed to effectively translate that into a successful salty snack that consumers found both healthy and tasty. This failure served as a valuable lesson for Marico, which later successfully launched Saffola Oats by focusing on both taste and health.