Absurd Snacks: Rethinking the “Trail Mix” Label

Consumer Research | Brand Strategy | Qualitative & Quantitative Insights

ASK

Determine if “Munchy Crunchy Trail Mix” accurately conveys Absurd Snacks’ top 9 allergen-free value proposition or if the name is turning away its core audience.

CHALLENGE

The term “trail mix” created an unintended mental block for allergy-conscious consumers, who often avoid anything in the nut aisle even when labeled allergen-free.

SOLUTION

A research-backed brand strategy that tested alternative descriptors, packaging updates, and clearer allergen-free positioning to remove consumer hesitation and increase purchase intent.

Background

Absurd Snacks is a Richmond-based brand founded in 2022 by University of Richmond marketing students, Grace and Eli.

Their product: high-protein, low-sugar snack mixes that are completely top 9 allergen-free.

After rapid early growth, the brand relaunched in March 2023 with a new product descriptor: “Munchy Crunchy Trail Mix.”

But soon after, a problem emerged:

Absurd Snacks had concerns that allergy conscious shoppers were overlooking them because of the "Munchy Crunchy Trail Mix" name.

We set out to understand how the product’s branding, descriptor, and packaging were shaping consumer perceptions and whether a shift could help Absurd Snacks reach the audience it was built for.

Research Objective (The question Absurd Snacks came to us with)

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.

To answer our main research objective, we focused on three key questions:

1

What is the best way to describe Absurd Snacks?

Do consumers even think it's trail mix?

2

What does "Munchy Crunchy" communicate about the product?

Is this helping communicate the value proposition of being top 9 allergen free?

3

What is the Packaging Communicating?

Does Absurd Snacks stand out on shelves in a way that speaks to its audience?

Methodology

Focus Groups

Explored perceptions of “trail mix” and tested alternative descriptors.
Assessed whether “Munchy Crunchy” added or distracted from the product’s appeal.
Gather insights on packaging communication and potential improvements.

Consumer Survey

Evaluated the effectiveness of “Munchy Crunchy Trail Mix” in conveying its allergen-free promise.
Assessed shopping behaviors of allergy-conscious consumers.
Identified which words and grocery store aisles were avoided due to allergy concerns.

Blind Taste Tests

Tested taste, texture, and sensory appeal of the product without branding.
Compared reactions between allergy-conscious consumers and general snackers.

Our Findings

The Answer:

Most consumers did not see it as trail mix. The term “trail mix” triggered nut associations and deterred allergy-conscious shoppers.

1

What is the best way to describe Absurd Snacks?

Do consumers even think it's trail mix?

2

What does "Munchy Crunchy" communicate about the product?

Is this helping communicate the value proposition of being top 9 allergen free?

The Answer:

“Munchy Crunchy” was fun and texture-forward, but didn’t clearly support the allergen-free value. It worked as a name, but needed stronger context.

3

What is the Packaging Communicating?

Does Absurd Snacks stand out on shelves in a way that speaks to its audience?

The Answer:

Allergen-free messaging wasn’t prominent. Some shoppers misinterpreted the mascot as a nut, and the overall design lacked shelf impact for the target audience.

Our Recommendations

1. Rename the Product to Remove the “Trail Mix” Barrier

“When I think of trail mix, I think about being unable to eat it; as well as peanuts, raisins, chocolate, and pretzels”

*quote from consumer with a top 9 allergy

“Trail Mix” was a mental block for allergy-conscious shoppers.

Alternative descriptors like “Snack Mix” or “Granola” better aligned with expectations.

2. “Munchy Crunchy” can stay if "Trail Mix" goes

“It’s nicely crunchy”

“It was a crunchy pleasant taste”

“Decent. Crunchy and different”

“Very crunchy, lots of different textures”

*quotes from respondents when asked to describe the product

Consumers responded positively to crunch and variety, reinforcing the product’s appeal.

The strong association between “trail mix” and nuts outweighed any positive response to “Munchy Crunchy.”

3. Refine Packaging for Stronger Allergen-Free Positioning

There’s a nut on it, seems deceiving!

*quote from survey when asked about Absurd Snakcs packaging

86%

of those with allergies say ingredients are the first thing they look for when shopping

Clearly list ingredients on the front to build trust.

Adjust the mascot, as some consumers mistook it for a nut rather than a bean.

Impact

Absurd Snacks implemented our recommendations, making changes to their packaging based on our findings.

Before

After

Small Changes Make a Big Impact

This project proved how deep consumer insights can drive real brand decisions.

By removing mental barriers, repositioning product descriptors, and refining packaging, Absurd Snacks could ensure its target audience actually considered and purchased the product.

TEAM

Grace Hyde (CBM)

Rynan Garner (CBM)

Grace Garvey (CBM)

MY ROLE

Research Proposal Development
Consumer Surveys & Focus Groups
Market & Competitive Analysis
Strategic Recommendations