Photo credit: www.eater.com
Navigating the world of food media often feels like traversing a labyrinth filled with pitches from brands claiming to revolutionize perfectly acceptable products. However, there are moments when a brand genuinely garners attention for its unique approach, as was the case when my colleague mentioned a new entrant aimed at creating waves in the candy market: Hormbles Chormbles.
Hormbles Chormbles! Say it aloud; it has a certain charm that feels both playful and slightly unsettling, like a late-night thought that bubbles to the surface. This brand seems to be defying linguistic conventions—when attempting to type it, the autocorrect feature hilariously defaults to “hormones,” and voice recognition misinterprets it as “horrible storm” or “hormels rhombus.” I find myself repeating nonsensical phrases like she hormble on my chormble til I disrupt, trying to comprehend the intrigue behind this peculiar name.
Founded by RXBAR co-founder Jared Smith, Hormbles Chormbles seeks to redefine the traditional candy experience, as evidenced on their website, hormbles.com. The premise they present audaciously critiques candy itself, stating that “candy never really made sense” as if overlooking the simple pleasure it brings. The copy dives into a whimsical world where “Hormbles Chormbles chormbled Chormbles,” almost resembling a riddle that’s hard to decode. It leaves me wondering if there’s a deeper meaning or if my comprehension has simply faltered amidst the whimsical chaos.
Accompanying their avant-garde messaging are images of smiling individuals enjoying Hormbles Chormbles, exuding an aura of ease despite the strange tagline on their snacks. The bars come in varieties such as classic milk, cookies & crème, and salted fudge, incorporating 10g of whey protein alongside sweeteners like allulose and monk fruit extract. This aligns with a trend of “functional” snacks that strive to offer guilt-free indulgences but may inadvertently complicate our relationship with food.
The inclusion of “s” in Hormbles Chormbles creates a puzzling paradox, suggesting a plural essence within a singular concept. It raises questions: Are the “chormbles” the crunchy components of the bar, or is the entire title a playful series of descriptors? One cannot help but hope that the company avoids overextending its branding into a culinary misstep akin to a notorious product failure.
Perhaps Hormbles Chormbles tastes delightful. There may be a culinary revolution where nutritional value does not compromise flavor. Alternatively, the flavor could fall short if chocolate—a dominant confectionery icon—is relegated to a lesser role within the bar’s ingredient list, leaving consumers to question its authenticity.
The phenomenon of Hormbles Chormbles feels reminiscent of children’s programming merging with adult humor—it’s disarming yet captivating. While the brand did not provide clarity on the inspiration behind its distinctive name, there’s an undeniable talent for marketing at play. Regardless of initial skepticism, I find myself preoccupied with the idea of Hormbles Chormbles, perhaps more than I’d like to admit. Thus, I extend my wishes for a joyful hormbles chormbles to all who venture into this intriguing snack experience!
Source
www.eater.com