munk pack — snack back

The founders of Munk Pack hated sugar. They couldn’t find a snack that wasn’t loaded with it, so they created bars with but a gram of the sweet stuff. Now they needed an attitude to match, one that positioned them as a firebrand of the low-sugar movement.

"Snack Back" put a face to the problem, personifying sugar as an annoying, energy-draining jerk that embodies all the worst qualities of the corporate snack industry.