By the early 2000s, the health industry’s long-standing war on fat had begun to wane, replaced by growing scrutiny of sugar and other refined carbohydrates. More than a decade later, fat is enjoying a veritable heyday, with more consumers than ever chanting, “bring on the butter!” In fact, the number of new products launched in the bakery category with a keto claim increased 212% globally from 2019 to 2020, according to Mintel’s Global New Products Database. Sweet-toothed shoppers can now purchase a plethora of low-carb confections—from energy bars to peanut brittle to collagen-infused blondies.

Fat Snax, a keto-friendly cookie, launched in 2017—just as the low-carb revolution was reaching new heights. The brand started small, but quickly gained a following through e-commerce retailers. Like many fast-moving challenger brands, Fat Snax adopted a product-first, branding-second approach, intending to revisit its look later down the road.