Segmentation
How identifying key consumer archetypes helped Trü Frü target high-value audiences and guide product innovation.
5 Distinct consumer segments identified
3 High-value target audiences prioritized
1.5K U.S. snack consumers surveyed
About Tru Fru
Trü Frü is a premium snacking brand known for its chocolate-covered fruit sold in grocery and mass retail stores.
Problem
The company wanted to expand its audience while strengthening loyalty among existing fans. To do that, Trü Frü needed to understand who its most valuable customers were and how to connect with them through data-driven strategy and creative storytelling.
Our Strategy
The BYU Marketing Lab’s Brand and Digital Team conducted a nationwide survey of 1.5K snack consumers to uncover perceptions, behaviors, and motivations around snacking and desserts. Using R for canonical correlation and K-Means clustering, the team segmented the data across demographics, psychographics, and purchase patterns.
Five segments emerged: Achievement Alex, Wellness Wendy, Frugal Fran, Luxe Lulu, and Stubborn Steve. Each represented a distinct mindset and relationship with indulgence. The team then aligned these groups with Jungian brand archetypes to reveal emotional drivers such as ambition, creativity, and connection.
An opportunity value analysis prioritized the segments based on brand recognition, sentiment, income, and snack frequency. This helped identify where the brand had the greatest potential for growth.
Our Results
The analysis revealed three segments with the strongest growth potential:
Luxe Lulu: creative, experience-driven, and loyal to trusted premium brands
Achievement Alex: ambitious, health-conscious, and drawn to high-performance snacks
Wellness Wendy: family-focused and motivated by balance and well-being
These insights guided clear strategic recommendations for Trü Frü. The Lab proposed influencer partnerships, podcast advertising, and new product innovations such as seasonal releases and protein-based snacks. Together, these initiatives positioned Trü Frü to reach new audiences while strengthening brand affinity among loyal fans.
Client Impact
The segmentation provided Trü Frü with a clear, actionable roadmap for marketing and innovation. By combining analytics and creativity, the BYU Marketing Lab helped the brand define its most valuable audiences, refine its messaging, and uncover opportunities for continued growth in the premium snacking space.
