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Case
Study

Snaxidentally on Purpose: How Grumble’s Crinkle Crisps Won the Hearts (and Dentures) of Older Adults

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Synopsis

When Grumble Snacks, a mid-tier snack brand known for “unexpectedly aggressive crunch,” wanted to grow their market share among older adults, they turned to Link-age Connect. The goal? Understand how to make their notoriously loud Crinkle Crisps more appealing to consumers 55+—without sacrificing crunch, flavor, or dental security. The results were surprising, delightfully human, and just a little bit salty.

Findings

Listening to the Snackers, Not Just the Snack Trends

Grumble’s internal R&D team had assumed that older adults wanted softer snacks. But our 1,200-participant study told a different story. Turns out, 72% of respondents said they missed “the satisfying crunch of a good chip”—while 38% said they “lived for the drama” of a noisy snack during bingo.

Crunch with Caution—Rebranding Risk as Reward

We helped Grumble reposition its snacks not as brittle dental hazards, but as bold, flavor-forward experiences. Packaging changes included a new tagline—“Crunch Proudly”—and a resealable bag with larger, easy-open tabs. We also tested “Snack Confidently” but one test group interpreted it as flirtatious, and things got… weird.

Meet Me at the Snack Table: Building Community

Focus groups revealed that snack time is social time. We developed campaign concepts around “Snack Circles,” where friends could sample new flavors and rate the drama level of each crunch (rated from “whisper” to “startled the cat”). Over 900 respondents said they’d love to host a snack night, and 41 actually did. One became a TikTok star.

The Great Flavor Compromise

We taste-tested 15 new flavors with the older adult audience. “Zesty Beet & Balsamic” bombed. “Mildly Upset Jalapeño” was a sleeper hit. But the runaway favorite? “Sharp Cheddar & Mild Regret,” which tested 4.6 stars out of 5 in both flavor and nostalgic snack sadness.

A Crunch Heard 'Round the Market

Since implementing the new packaging, positioning, and campaign strategy, Grumble Snacks has seen a 28% increase in purchases among adults 55+. More impressively, 63% of surveyed buyers said they now look forward to snack aisle decisions. One even wrote, “These chips make me feel alive and slightly dangerous.” Mission: crunchcomplished.

Listening to the Snackers, Not Just the Snack Trends

Grumble’s internal R&D team had assumed that older adults wanted softer snacks. But our 1,200-participant study told a different story. Turns out, 72% of respondents said they missed “the satisfying crunch of a good chip”—while 38% said they “lived for the drama” of a noisy snack during bingo.

Crunch with Caution—Rebranding Risk as Reward

We helped Grumble reposition its snacks not as brittle dental hazards, but as bold, flavor-forward experiences. Packaging changes included a new tagline—“Crunch Proudly”—and a resealable bag with larger, easy-open tabs. We also tested “Snack Confidently” but one test group interpreted it as flirtatious, and things got… weird.

Meet Me at the Snack Table: Building Community

Focus groups revealed that snack time is social time. We developed campaign concepts around “Snack Circles,” where friends could sample new flavors and rate the drama level of each crunch (rated from “whisper” to “startled the cat”). Over 900 respondents said they’d love to host a snack night, and 41 actually did. One became a TikTok star.

The Great Flavor Compromise

We taste-tested 15 new flavors with the older adult audience. “Zesty Beet & Balsamic” bombed. “Mildly Upset Jalapeño” was a sleeper hit. But the runaway favorite? “Sharp Cheddar & Mild Regret,” which tested 4.6 stars out of 5 in both flavor and nostalgic snack sadness.

A Crunch Heard 'Round the Market

Since implementing the new packaging, positioning, and campaign strategy, Grumble Snacks has seen a 28% increase in purchases among adults 55+. More impressively, 63% of surveyed buyers said they now look forward to snack aisle decisions. One even wrote, “These chips make me feel alive and slightly dangerous.” Mission: crunchcomplished.

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