Bookend the Trail Mix Category

Sources: IRI, Spins, Kar Nut Company

Kar Nut Company 360° Brand Strategy

01/ Challenge

Ready to Expand Beyond Michigan Roots

  • Private label dominates the category
  • Lots of regional players
  • Little to no brand awareness despite strong sales

Goal:
Establish a brand architecture for two brands without cannibalizing each other

02 / Insights

  • 40% of people plan for and purchase snacks in advance
  • Traditional snackers: crave variety, want taste and to satisfy hunger
  • Fitness/wellness snackers: read labels, shy away from ingredients they don’t understand
  • Consumers seek snacks that fuse new flavors and deliver new functionality

03 / Strategy

  • Reposition Kar’s as “The American Trail Mix”
  • Prioritize functional snacking and indulgent culinary flavors for Second Nature
  • Establish innovation programs to drive ingredient selection and manufacturing

Go-to-market Strategy:

Kar’s Nuts: Detroit Born 1933: The American Trail Mix
Second Nature: Instinctively Good Snacking Ought to be Second Nature

04 / Results

  • Bookended the trail mix category

  • Kar’s is the bestselling trail mix in the U.S.

“What I appreciated most was the interactive nature of the process. In the end we feel that we evolved as a company in our understanding of what distinguishes our brands. This creative yet disciplined approach produced results that energized the entire organization.

S. McKinnon

VP Sales & Marketing, Kar Nut Company

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