Kernel Keto is a snack food company that distributes low-carb granola bars consisting of natural ingredients such as nuts and dried fruit without any added sugar, food colorants, or artificial flavors. The demand for healthy snacks with clean labels and functional composition is currently rising (Glanbia Nutritionals, 2021). A likely consumer of Kernel Keto granola bars is a female with a four-year college degree, aged 25 to 44, with a household income between $80,000 and $120,000 per year. The primary geographic area is the upscale metropolitan area of Atlanta. More specifically, the high-end grocery stores specializing in natural and organic foods, such as Whole Foods, Sprouts Farmers Market, and Sevananda Natural Foods Market.
The ideal Kernel Keto customers are health and fitness-conscious liberals. They spend time outdoors and enjoy yoga, hiking, and regular exercise with a personal trainer. Furthermore, they like to travel and wear “bohemian”-style clothes made out of natural materials such as linen and cotton bought in small local businesses. Kernel Keto consumers are socially responsible and environmentally conscious trendsetters. They recycle, regularly donate to charity, drive hybrid cars or bikes, and actively participate in Atlanta’s social and cultural life.
These ideal customers first learn about the product through targeted social media advertising and sponsored content among health-conscious food bloggers and influencers. After that, they regularly purchase Kernel Keto in bulk during their weekly grocery shopping runs in organic food stores. They always carry one in their bag in case they get hungry and take one along as a post-yoga or hiking snack. Their motivation for continued use is the opportunity to eat a delicious, all-natural snack on the go. The important factors before they buy are the product’s quality, ingredients used, and packaging that fits into their aesthetic self-presentation. They are willing to pay a premium price for a high-quality organic product as long as it is good for their body.
References
Glanbia Nutritionals. (2021). The state of the healthy snack market in 2021. Web.