Live Client / CPG
Consumer + Market Research, Branding + Packaging Strategy
Rebranding an allergy-free snack based on research driven insights to increase consideration
ASK
How can we clearly communicate through our packaging that our snack mix is free of the top 9 food allergies?
The product’s name – along with other unclear package design – was causing shoppers to overlook this product in the isles.
CHALLENGE
Changing the product’s descriptor and bringing ingredients to the forefront to more clearly communicate this snack as a safe option for those with the top 9 food allergies.
SOLUTION
LIVE CLIENT IMPACT
Absurd Snacks implemented our recommendations, leading to clearer packaging and an increase in sales.
Challenge
How should we brand an allergy free snack that clearly communicates Absurd Snacks’ allergen-friendly promise?
Absurd Snacks is a Richmond based brand, founded in 2022 by University of Richmond marketing students, that specializes in high protein, low sugar trail mixes that are top 9 allergen free. They were concerned the name “Munchy Crunchy Trail Mix” was causing consumers to overlook them in the isle. We set out to understand how Absurd Snacks’ branding, product descriptor, and packaging were shaping consumer perceptions and whether a name change could improve sales.
Research Objective
Determine if “Munchy Crunchy Trail Mix” is the best way to describe Absurd Snacks’ product while accurately conveying the value proposition of being top 9 allergen-free.
Methodology
Blind Taste Tests
Evaluate "Munchy Crunchy" naming to understand differences in preferences and perceptions among participants with and without allergies.
Focus Groups
Explore perceptions of the term "trail mix" and test alternative descriptors.
Consumer Survey
Understand shopping behaviors for those with the top 9 food allergies.
Insight #1
“Trail Mix” is a red flag for allergy-free shoppers.
Finding #1
Without the trail mix descriptor, consumers didn’t associate the product with trail mix
Consumers' strong association of trail mix with nuts kept them from the aisle where Absurd Snacks was stocked, creating a barrier to discovery. Based on blind taste test responses to both flavors, Rosemary Sea Salt was linked to on-the-go snacking, while Maple Cinnamon leaned breakfast, granola, and meal add-ons—neither trail mix.
When asked what is expected in a product called “munchy crunchy”, their responses aligned with that of products texture and intent. when asked what is expected in a product called “Munchy Crunchy Trail Mix”, their responses align with that of ingredients in trail mix: nuts.
“On a hike! Pre lunch snack.”
“Hiking, snacking, hors d’oeuvers, entertaining.”
“Probably putting it in oatmeal or yogurt.”
“I would use this to top my yogurts or make a cereal out of it, maybe crush it down to make a coating for chicken [maple granola crusted chicken]”
But our findings suggested a name change wasn’t enough—so we took it further than the ask and explored how packaging design influences the shopping behaviors of allergy-conscious consumers.
Insight #2
Allergy free shoppers rely on clear visuals just as much as clear naming
Finding #2
Shoppers rely on ingredients for decision-making
For allergy-conscious consumers, clear and informative labeling is key to making purchase decisions.
of respondents stated that ingredients were the first thing they looked for when considering a new product.
86%
Finding #3
The products’ mascot was visually confusing
It appeared more like a nut than a bean, which created hesitation—even for those without allergies.
Absurd Snacks updated their packaging as a direct result of our strategic recommendations.
1
The brand changed their product descriptor from Trail Mix to Snack Mix.
2
Gave the mascot to clarify the misleading associations.
3
Made ingredient transparency a focal point on both sides of the packaging for an easier, more trustworthy shopping experience.
but they didn’t stop there…
Responses from focus group and blind taste tests inspired additional packaging updates.
Highlighting texture, use cases, and food processing safety based.
Bringing value prop to the center.
Absurd Snacks: Now at major retailers — nationwide.
When we first met Eli & Grace at Absurd Snacks, their product was quietly tucked away on the shelves of a few local natural grocers in Richmond, Virginia, along with real-estate at the salad bar at Whole Foods.
But after implementing our recommendations, Absurd Snacks is now commanding attention in national grocery chains, local markets, and even running shops across the country. No longer hidden, their snacks now sit proudly on end caps at major retailers like Publix and Kroger.
Our strategic packaging recommendations removed confusion, increased purchase intent, and drove sales
Impact
Identified and removed a major barrier to purchase.
Strengthened brand messaging to better position the product to the target audience.
Used consumer insights to inform strategic recommendations that drive business objectives.
The updated package design enhances accessibility, clearly communicating that this is a safe choice for individuals with and without allergies.
TEAM
Grace Garvey (Creative Brand Manager)
Grace Hyde (Creative Brand Manager)
Rynan Garner (Creative Brand Manager)
MY ROLE
Consumer Survey & Focus Groups
Market & Competitive Analysis
Strategic Recommendations
Research Synthesizing