Fat Snax case study
About Fat Snax
Fat Snax makes low-carb, keto-friendly snacks built for people on the keto diet. Its line is short and focused: almond flour crackers and cookies, certified gluten-free, with only a couple of net carbs per serving. It sells on its own site, on Amazon, and in grocery stores like Kroger.
The Challenge
Fat Snax was one of the most popular keto snack lines around, and the product sold itself. Meta was running at about $30K a month against a 2.5x return target. That target kept CAC (what it costs to win one new customer) near $12 and held spend down, with a fundraise coming up.
The Strategy
Ran Meta Ads as the main acquisition channel
Worked out what a customer was really worth: about $250 over six months
Showed that LTV could pay for a $30 CAC, not just $12
Built the case with the CMO to scale acquisition ahead of the raise
Scaled spend from $30K to $250K a month in about two months
Kept spend profitable, measured against what a customer is worth over six months
Meta Spend
Profitable at that scale, based on six-month customer value
Allowable CAC
Backed by a ~$250 six-month customer LTV
Fundraise
The raise closed on the back of the customer growth
What Made The Difference
LTV set the ceiling, not ROAS
A 2.5x return target kept CAC around $12 and spend around $30K a month. Once we knew a customer was worth about $250 in six months, it was clear the brand could pay a lot more to get one.
A CAC target built for the raise
We spent a few weeks with the CMO making the case: raise the CAC target to $30 and go hard after new customers heading into the fundraise.
$250K a month, still profitable
Spend went from about $30K to $250K a month in roughly two months. At a $30 CAC against a $250 six-month LTV, it paid for itself. The brand closed its raise on that growth and credited us with helping get it there.