Hu Kitchen
Hu Kitchen + Chocolate
Hu is a fast-growing US-based snacking company offering high-quality snacks made from simple ingredients. Hu, which comes from the phrase “Get Back to Human,” is a purpose-led lifestyle brand with a devoted fan base. Founded in 2012 as a family business by Jason H. Karp and siblings Jordan Brown and Jessica (Brown) Karp, Hu began as Hu Kitchen in New York City, a high-end restaurant and market focused on delicious foods with simple, real ingredients. The company went on to expand its award-winning vegan and paleo-friendly chocolate bars, which follow a strict set of Ultrasimple™ ingredient guardrails and sourcing practices. Hu's chocolate was inspired by the paleo movement and developed by the founding family.
SITUATION
Monahan PR was hired to amplify the brand presence of Hu Kitchen's restaurant market concept in New York City and their line of chocolate bars. Our team leveraged our extensive network of media contacts to create awareness of the brand and showcase its offerings.
STRATEGY
We aimed to position Hu Kitchen as a distinctive destination for health-conscious individuals in New York City. Our approach to accomplishing this was centered on securing top-tier media coverage.
RESULTS
We were able to reach a wide audience of over 230 Million people through traditional media, generating significant tier 1 press coverage. Hu went on to be acquired by snack food industry leader Mondelez International for $340 Million.
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