Chock full o’ Nuts —
A hometown favorite finds a new home on shelf.
From its 1932 heyday as a chain of New York City lunch counters to its presence on today’s kitchen counters, Chock full o’ Nuts has maintained its status as an iconic brand brimming with the energy of the big city. In keeping with its New York City roots, Goldstein Group knew just how to reinvent the line’s most iconic elements and revive its signature spirit. Extensive rounds of proprietary research paired with legacy brand know-how allowed us to determine exactly which brand assets to preserve and which brand assets required improvement. The result is a Chock full o’Nuts with a stronger brew designator and a new flavor system, while retaining the emotive hometown appeal. We call this the perfect brew: a strong shelf and online strategy which is forever a heavenly combination.