The closer you can get to interacting with your target market, the better. So, if you want to target college students who are hungry after 10 p.m., your first idea is good.
However, it sounds like you want to focus on healthy/keto/high-protein snacks, so not sure if college students would be the ideal customer--maybe triathletes, marathoners, long-distance cyclists, powerlifters, etc. Also, maybe target gym attendees who want a healthy post-workout snack. Basically, people who are already investing time & money in activities/products very similar to the problem your product would solve.
However, it sounds like you want to focus on healthy/keto/high-protein snacks, so not sure if college students would be the ideal customer--maybe triathletes, marathoners, long-distance cyclists, powerlifters, etc. Also, maybe target gym attendees who want a healthy post-workout snack. Basically, people who are already investing time & money in activities/products very similar to the problem your product would solve.