Bookend the Trail Mix Category

Sources: IRI, Spins, Kar Nut Company

Kar Nut Company 360° Brand Strategy


Ready to Expand Beyond Michigan Roots

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

Establish a brand architecture for two brands without cannibalizing each other


  • 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


  • 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


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

Scope of Work

Audits & Analysis

Audience Insights

Research & Insights

Trend Analysis

Brand Positioning

Visual Strategy

Packaging Design

Branded Ecosystem

Sales Collateral

Photography Guidelines

Brand Bible

Related Content

We helped Kar’s and Second Nature use brand architecture, brand positioning and product innovation to successfully bookend the trail mix category. What’s your brand’s growth challenge?

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“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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