Problem: Sugary gels dominate the endurance snack space, leaving little room for real food with real substance. How do you build a brand that speaks to performance-driven athletes craving something savory?

Insight: Trail runners are above sugar for the same reason they’re above pavement. They want food that’s real. They want some damn salt.

Idea: We established a strong brand identity to position Shredder Cheddar as the savory fuel for serious athletes. Bold, gritty, and proudly un-sweet. With new branding, eye-catching packaging, and a marketing strategy rooted in athlete insight, we helped Hull-some Foods carve out a new lane in the performance snack market. The work aimed to set the foundation for retail expansion, athlete partnerships, and a cult following of salty snackers.

My role: Senior Strategist. (Student Work at PSU- Winter 2025)

Myself and two other strategists wrote a White Paper for Shredder Cheddar that you can find here.