How four mixes become a collection

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Inside the box: how we build four mixes that actually work together - Crunch Culture

A box of eight pouches could be filled with a single favourite. We fill ours with four mixes, two pouches of each, and spend most of our time on how they sit together.

Contrast first

A collection works when its mixes pull in different directions. In the Autumn-Winter collection, Classic Crunch is the anchor: pecans, caramelised hazelnuts and smoked almonds, warm and complete. Spiced Ember is darker, smoked almonds and walnuts sharpened by candied ginger. Autumn Harvest is softer, with Tex-Mex cashews, walnuts and pieces of apple and cinnamon. Citrus Oasis is the bright one: candied orange peel, Tex-Mex cashews and coconut.

On its own, any one of them would grow familiar. Side by side, each makes the others clearer.

Why two of each

The first pouch is an introduction. The second is where you decide what you think. One is too few to know a mix; more than two, and the box loses its range.

How a mix earns its place

Every mix is tasted and scored before it joins a collection, by us and by a small panel of people who do not work for us. A mix can be good and still not belong to the set in front of it. When that happens, it waits.

Explore the Autumn-Winter collection

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