Protein Gone Wild

Crispy, chocolatey and built for stamina. That’s Go Wild™ Power Ppuffs, the protein-poppable snack crafted by chocolatiers and destined for greatness.

Now, if you know me, you know I love candy. Really anything sweet. But mostly candy. So just imagine my childlike glee when the team at Go Wild asked me to write for their new…uhmm…let’s call them “performance confections.” Translation: it’s candy that competes in the protein bar category.

Power Ppuffs contain 12g of protein (that’s what the extra P is for) to provide an invigorating boost of energy while rich 70% cacao dark chocolate delights your senses with every bite. If that’s not a snacking win, I don’t know what is, and the flavors make the triumph even tastier: Birthday Cake, Cookies & Cream, Chocolate Cherry, Dark Chocolate Sea Salt, Peanut Butter…I mean COME ON! [Picture me flexing my muscles and looking mad swole here]

Packaging Copy

I wanted to make sure that the brand team’s choice to spell “Puffs” with an extra P didn’t come across as a typo. Lucky for me, I had the whole package as my playground. Here’s where we landed on the back-of-pack copy:

THE EXTRA ‘P’ IS FOR PROTEIN.

The rules of snacking (and spelling) no longer apply when you Go Wild™ with our dark and decadent Power Ppuffs. They may be small, but these crispy bites pack a mighty punch of feel-good energy with 10g of protein per serving wrapped in luscious 70% cacao dark chocolate. The extra ‘p’ could also stand for ‘perfection,’ but we’ll let you be the judge.

Promo Headlines

I also got to come up with a bunch of headlines for Go Wild to use as they tell the world about these crunchy little real-food firecrackers. Here are some of my faves:

– CLEAN INGREDIENTS WITH OOMPH.

– LIKE CANDY, BUT CLEANER AND PROTEIN-ER.

– TASTES LIKE CANDY. POWERS LIKE WHOLE FOOD.

– INGREDIENTS: SIMPLE. EXPERIENCE: CANDY.

– NO JUNK WAS USED IN THE MAKING OF THIS PRODUCT.

– 20G PROTEIN. 9 INGREDIENTS. 100% MMM.

– CLEAN INGREDIENTS CAN TOO TASTE LIKE CANDY.

– READING INGREDIENTS SHOULDN’T BE A WORKOUT.

Cool, right?

Like a Kid in a Candy Store

I was PUMPED to get a chance to continue working with this incredible team and help bring Power Ppuffs to life. If you’re hungry for a taste, stock up now at participating Costco stores just like this happy snacker.