When Chomps first hit the market, its branding featured cowhide backgrounds and rusted-look logo. The product was marketed to CrossFit enthusiasts. The strategy had Peter and Rashid going door to door offering samples at local CrossFit gyms across Chicago. However, when they invested in proper market research in 2018, they discovered something surprising. 'We learned for the first time that our customers were about 70% female,' says Peter. 'Early on, Rashid and I created something that we thought was good for ourselves.'
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