The brand’s trail mix launch pairs functional snacking with a playful breakup package, broadening its caffeine proposition across everyday occasions and retail channels.
AWAKE Chocolate is extending its caffeinated product range into trail mix, combining chocolate, snack mix-ins, 80mg of caffeine and 5–6 grams of protein per serving. Available in Classic Crunch and Sweet & Salty, the product moves the brand into a familiar snack format while retaining its central proposition: energy delivered through food rather than a drink. The launch is accompanied by the Take A Hike Breakup Box, a humorous gift package built around the same product.
The trail mix is positioned for moments when consumers want a portable lift without choosing coffee, an energy drink or a conventional protein bar. AWAKE identifies workday fatigue, exam periods, long drives and hiking as intended occasions, giving the product a use case that stretches beyond traditional confectionery. That positioning reflects a broader functional-snacking strategy, but the available evidence supports a narrower conclusion: AWAKE is applying its caffeinated chocolate format to a more substantial, familiar snack.
Each serving contains 80mg of caffeine, described by AWAKE as equivalent to a small cup of coffee, alongside 5–6 grams of protein. Single-serve sleeves start at $2.49 and multipacks at $9.99, with pricing and availability varying by retailer. The product is available through Amazon, Kroger, The Fresh Market, Fresh Thyme, Compass Foodservice Dining, Canteen and Englefield Oil, with a Wawa launch scheduled for October.
The Take A Hike Breakup Box gives the product a distinctly promotional route into culture and gifting. Priced at $29.99, it includes trail mix, a compass, tissues, one hiking sock, a luggage tag and a red flag, with the package designed to be shipped directly to an ex. The combination of a practical snack and an intentionally pointed gift creates a campaign format that makes the product’s caffeine benefit part of a wider, shareable brand experience.
For AWAKE, the move represents an expansion from caffeinated chocolate into a category associated with travel, outdoor activity and everyday convenience. The company says the trail mix has attracted interest across grocery, convenience, foodservice, workplace dining and campus dining, although the source provides no independent measure of that interest. With its core product benefit preserved across a new format, AWAKE is testing how far its energy proposition can travel beyond the confectionery aisle.
