Food Business News - January 19, 2021 - 24

BUNCH BAR

FOOD ENTREPRENEUR®

What's in a name?
How a marketing agency helped an entrepreneur build a mission-driven snack bar brand

C

onscientious consumption was
identified as an emerging trend
by the Specialty Food Association,
paving the way for such mission-driven
brands as Bunch Bar. Founder Carol
Christensen launched the business late
last year to tackle food insecurity, a problem amplified by COVID-19.
The Sheboygan Falls Town, Wis.based entrepreneur previously established
Nourish Farms, a non-profit that partners
with local farmers to provide chef-prepared meals to homeless and at-risk children. But she wanted to address the need
for nutritious food anywhere at any time.
Bunch Bars combine plant-based
ingredients and feature flavors such as
dark chocolate almond and peanut butter
dark chocolate. Consumers may purchase
a 10-pack of the bars online and select one
of three causes to support with a donation
of two bars.
" The idea for a bar came to us probably five or six years ago, but we were so
busy getting Nourish Farms up and going,
we put it on the backburner, " Ms. Christensen said. " We started this in anticipation of an upcoming recession, as we saw
economic reports and so forth. Who could
have known just how absolutely needed a
product like this would be, with now 1 in 7
kids struggling with hunger? "
Drawing on years of experience in
consumer packaged goods innovation,
she, along with several friends, developed the recipes for the bars, formulated
with organic dates, soy protein crisps,
organic dark chocolate, peanuts and
almonds.
She had the vision and product, but
no name, package or marketing plan. A
24

Food Business News

colleague referred her to Bader Rutter, an
advertising agency with offices in Milwaukee and Chicago. Building a brand that
resonated meaningfully with consumers
was a priority, said Ned Brown, chief creative officer at Bader Rutter.
" Part of the very first conversation
we had with her was around the central
core notion, which was she believes in
such an amazing mission, that great food
should be available to everybody, period, "
Mr. Brown said.
He described an " involved and collaborative " process of research and consumer testing to create a name that would
stand out in a crowded marketplace while
capturing the emotional essence of the
brand. The name Bunch Bar ultimately
was selected to reflect " a bunch of people
who came together with this idea of
creating something with a bunch of good
ingredients ... to then reach out and help
a bunch of other good people in need, "
Mr. Brown explained.
Additionally, the team developed
dozens of designs, experimenting with
colors and fonts before landing on a look
the company describes as " warm and welcoming, " emphasizing " friendliness and
approachability. "
" Hopefully anybody who sees this
brand gets this sort of vibrant positivity
and goodness, good energy, and, out of
that, the mission and vision behind the
why is there, " Mr. Brown said.
After about a year in development,
which included pandemic-driven delays
and hurdles, Bunch Bar launched at
bunchbars.com in October. Donations
support Boys & Girls Clubs, Center on
Halsted and Sarah's Circle, organizations

chosen by Ms. Christensen to serve her
company's mission.
" While many food brands hit the
brakes because of the pandemic, we hit
the gas pedal, " Ms. Christensen said. " We
needed to get this brand up and out as fast
as we possibly could and start that giving
process, enabling people when they're
sheltered at home to help others. "
She plans to expand the brand's
presence into retail stores to support
additional causes and communities. She
also expects to add other packaged snack
products to the portfolio.
" We've had a lot of corporations buy
our bars, too, because of the philanthropy
aspect, " she said. " Corporations are often
looking to their up-and-coming millennials in how to engage and retain them. This
is a millennial-driven brand start to finish. "
Bader Rutter, which has roots in agribusiness and collaborates with packaged
foods companies, also developed custom
code for a website for Bunch Bar and
created assets for social media as well as
merchandise to build brand awareness.
A Bader Rutter designer set up a studio
in his living room to photograph the
products when commercial studios were
closed due to the outbreak.
" I would not hold back in asking
people for help when you're starting, " Ms.
Christensen said. " Sometimes, because
it's so difficult, it can feel isolating when
you're an entrepreneur. Where you put
your guard up because this is your baby
and you become protective. That's a very
natural human response. " FBN
Monica Watrous
mwatrous@sosland.com
January 19, 2021


http://www.bunchbars.com

Food Business News - January 19, 2021

Table of Contents for the Digital Edition of Food Business News - January 19, 2021

Food Business News - January 19, 2021 - 1
Food Business News - January 19, 2021 - 1
Food Business News - January 19, 2021 - 2
Food Business News - January 19, 2021 - 3
Food Business News - January 19, 2021 - 4
Food Business News - January 19, 2021 - 5
Food Business News - January 19, 2021 - 6
Food Business News - January 19, 2021 - 7
Food Business News - January 19, 2021 - 8
Food Business News - January 19, 2021 - 9
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