It’s a strategy straight out of the RXBAR playbook: Identify and market to early adopters before building a bigger following. Robert Broome, founder of chilled oat bar brand Mooski, admits he initially struggled to figure out who his early adopter was – until it recently became very obvious. Broome’s mother grew up in Switzerland, skiing competitively and filling up on muesli before hitting the Alps. Mooski bars – created with a formulation inspired by the family’s muesli recipe – offer a portable spin to that pre-ski routine. He didn’t realize when he developed the bars three years ago that he stumbled into the perfect product for skiers and snowboarders, who seek slope-worthy snacks that don’t harden in frigid temps. Now armed with this insight, he’s making tracks with university ski and snowboarding clubs across the country. “The cool thing about it is, I think this can graduate to more broadly just winter sports. If you look at Clif Bar, it was synonymous with mountain biking and rock climbing, and obviously grew past that,” said Broome, who earlier in his career held marketing and innovation roles at RXBAR and counts its co-founder Jared Smith as an investor and advisor to the emerging brand. Alongside Mooski’s new marketing play, the brand is unveiling a “more mature and elevated” look that tones down the more childish elements of the previous packaging design. Insiders can read the full story to learn about Mooski’s strategy and refreshed brand identity. | 
