We made a health food snack for people who'd rather not be having this conversation.
Naked Smoothies wasn't going to win over the wellness crowd. So we stopped chasing them and went for people who think a $20 salad is a scam. Anyone who's ever packed an apple for lunch and taken it home untouched.
Our competition was a bag of chips. So we partnered with them. Cheetos, Pringles, Jack Link's, and 7-Eleven. A snack-aisle runway show. Health food influencers who openly hate health food. Naked's people were never wellness people. They were snack people who wanted to feel a little less guilty about it.
