CASE STUDY: KEEPGRAZIN'

Keep Grazin' Brand Launch Case Study: From Family Recipe to Walmart Shelves

How we named, branded, and launched a Bolivian family's traditional cheese biscuit into U.S. retail — and put it on shelves in Walmart and hundreds of stores nationwide.

THE CHALLENGE

The Schenström family had a tradition: cuñape — a Bolivian cheese biscuit baked from cassava and grass-fed cheese, served warm from the oven and eaten by hand in San Javier de Chiquitos for generations. They had a vision: bring it to the United States. They had nothing else. No brand, no name, no package, no positioning, no sales channels, no broker network, no awareness in a single U.S. retailer.

And they had a category problem on top of all of it. Cuñape is an everyday food across Bolivia, Argentina, Brazil, and Paraguay. In the U.S., almost no one had heard of it, no one could pronounce it, and no one could categorize it. The product had real differentiation — gluten-free and grain-free by nature rather than by formulation, made with grass-fed dairy from small family farms practicing regenerative agriculture — but differentiation alone doesn't sell. It has to be made legible to a buyer who has eight seconds and to a shopper who has two.

THE STRATEGIC INSIGHT

The temptation with a heritage product is to lean hard into the heritage. Authentic. Traditional. Made the way grandma made it. Every craft food brand that's failed in the last fifteen years made that mistake. American mass-market shoppers don't buy heritage. They buy snacks they want to eat.

The better-for-you snack aisle had also split into two competing registers. Wellness-coded brands led with what they didn't contain — no gluten, no grain, no sugar — and built clinical-clean visual identities to match. Heritage-coded brands led with origin story and family lineage, often at the expense of craveability. Neither register sells to the shopper standing in the aisle at 4pm, hungry.

So we built Keep Grazin' as a craveable American snack first, and let the heritage and wellness substance — grass-fed Bolivian dairy, cassava base, gluten- and grain-free by nature — function as proof points underneath the appetite appeal, not above it. Pick it up because you want to eat it. Become a loyalist when you read the bag.

And we recognized a category whitespace nobody had claimed. The U.S. snack aisle had grass-fed meat (jerky and sticks). It had grass-fed dairy in the cold case (butter and milk). It had cassava (chips and tortillas). But it had no shelf-stable snack at the intersection of grass-fed dairy and cassava — and that intersection was Keep Grazin's entire product. We weren't going to fight for share in an existing category. We were going to define one.

THE SOLUTION

We started with the name. We presented the family with four strategically distinct directions — STARGRAZERS, KEEP GRAZIN', RUIN YOUR APPETITE, GRATEFUL KITCHEN — each filed at the USPTO so we could lock candidates while the work ran. KEEP GRAZIN' won because it did three jobs at once: it described the snacking compulsion ("you can't stop"), it nodded to the grass-fed cows whose dairy is the secret ingredient (cows graze), and it worked as an active verb that invited the shopper into a behavior rather than describing a category. Playful, accurate, ownable.

The visual identity led with appetite. Bright, modern type. Real product photography that showed the crunch through the package. Three clearly color-coded SKUs — Grilled Cheese, Rosemary Garlic, Truffle — designed so a shopper in motion could grab their flavor at a glance. The grass-fed story, the Bolivian origin, the cassava base, and the regenerative agriculture commitment all sat in supporting positions on the back of the pack and across owned channels — never competing with the snack moment on the front.

The brand system extended well beyond the bag. We built a complete retailer-facing toolkit — line sheets, slotting decks, broker support materials, expo booth design, e-commerce assets, retailer photography — so every conversation with a buyer began with a brand that already looked like a category leader, not a startup pitching its first SKU.

We also helped Carlos build the commercial scaffolding: assembling the initial sales team and broker network, opening the first 100 retail doors, and prepping the company to walk into Natural Products Expo West — the single most important buying floor in better-for-you retail — armed with brand and sales materials at the caliber of established competitors.

THE OUTCOME

A family with a recipe and no brand became a category-defining presence on American retail shelves.

First 100 retail doors opened through the broker and sales team assembled at launch.
Sprouts Farmers Market — the natural-grocery tastemaker that anchors emerging-brand discovery in the U.S. — picked up the line, validating the brand to every other buyer watching the space.
Natural Products Expo West debut placed Keep Grazin' in front of the entire U.S. better-for-you buying community in a single concentrated event.
Walmart placement followed — the validation most emerging brands take years to earn, and the moment Keep Grazin' moved from natural-channel specialty to mainstream availability.
Fancy Food Show NYC (Javits Center, 2023) opened the gift and gourmet channel, expanding distribution into independent grocers and specialty shops nationwide.
Category creation. The first grass-fed-dairy + cassava shelf-stable snack at U.S. retail. Every competitor that follows is now following them.

The Schenström family had a recipe their family had baked for generations. A great recipe is not a brand. A great brand is how a recipe gets to be in Walmart.

"We would not be in walmart and the hundreds of other stores we are in without Rahul and his team at Clarity decoded." — Carlos Schenström, CEO, Keep Grazin'

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