How might we disrupt the snacking category with an extreme flavor proposition?

Breakthrough Strategy | Proposition Development | Brand Marketers | Consumer Insights Teams

How hardcore spicy food fanatics disrupted the snacking category


Xtremes Nuts post it

The Challenge

Blue Diamond Growers, the largest grower of almonds worldwide, aimed to increase its market share by delivering innovative products to attract a younger consumer base. They recognized the rising demand for spicy snacks among Gen Z and Millennials and sought to disrupt the snacking category with an extreme flavor proposition. The challenge was to create a snack that provided real heat and flavor, catering to the preferences of future consumers.


Our Approach

To create a breakthrough product, Blue Diamond Growers understood the importance of collaborating with its future customers. By engaging with members of The Sense Network, including hot food bloggers, global spice hunters, and other individuals passionate about extreme flavors, we gathered 111 diverse perspectives.

These collaborations allowed us to delve into the motivations, preferences, and sensations associated with heat and spice. The insights gained from these interactions formed the foundation for the product proposition and helped shape the overall brand experience. Our 111 points of view illuminated the role of heat to articulate and model the sensations of the spice journey: from anticipation to regret.

Xtremes Nuts


The Result

Building upon the insights gathered from The Sense Network, Blue Diamond Growers introduced XTREMES Snack Nuts. The brand challenged consumers to embrace the extreme heat and flavor of the product, resulting in a groundswell of interest and engagement. The launch of the product was accompanied by a TikTok campaign, which garnered a staggering 3.6 billion views, showcasing the immense popularity and success of the snack.


We now have a source of truth. We’ve never had this much richness and depth before. It’s not just deep and informational, but useful and inspirational.

Jeremy Davis, Group Strategy Director, TBWA\Chiat\Day


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