. >> reporter: jeff dunn, ceo of bolthouse farms imagines a future -- >> behold.of crunch. >> reporter: where baby carrots are as popular as potato chips. >> we have a perfect snack. 35 calories, affordable, great health, taste great. people aren't eating as much of them as we would like. what do we do? >> futuristic cliche complete. >> reporter: we wr >> we wrap this thing in the lessons of junk food marketing. >> reporter: before he took over at bolthouse farms, he spent 20 years as a top executive for coca-cola. >> when up have a product with charisma -- you don't have to explain a [ bleep ] thing. >> reporter: coca-cola kid has come over from the dark side. what are your friends thinking? >> anybody in the marketing business is always watching everybody else in the marketing business. >> reporter: do they think you are tilting at windmills here? >> i don't think so. we've gotten enough traction on this, we've gotten enough interest. >> reporter: the company test marketed its new approach to baby carrots in cincinnati and syracuse last year. a campaign directed