When you’re challenged by Mondelez to grow the number one brand, Enjoy Life Foods, in the very niche free-from snack category by 42%, you better be creative when it comes to strategy. Or just wait for more people to develop food allergies (horrible thought). After all, who—outside of allergy-sufferers—would be interested in allergy-friendly snacks? This required some serious brand position broadening. Below is a behind-the-scenes look at how we built a strategic foundation to attract a lot more snackers to the ELF brand and how we applied innovative research techniques to liberate indulgence on a grander scale. Grab a box of Enjoy Life Mini Chocolate Chip Cookies and follow along. You have full permission.