Marketing Nutrition That Makes “Superfood” the Brand Hero

Buzzword branding doesn’t work. Here’s how “superfood” can break the mold and find it’s rhythm.

Superfood. It’s a word that catches your attention. As consumers, we like things that promise to be super. Super easy. Super affordable. Super healthy. But decades of quick-fixes and fad diets have taught us to be wary of too-good-to-be-true claims. So slapping a buzzword on your product simply isn’t enough. I’ve said it before and I’ll say it again, it’s all about education.

When you think “superfood” you might think, Sure, goji berries and kale. But what does the term actually mean? According to the Oxford English Dictionary, a superfood is “a nutrient-rich food considered to be especially beneficial for health and well-being.” Basically, there are no strict guidelines for what can be considered a superfood.

There are plenty of brands these days that have given themselves the superfood label, but only a handful really do it right. Rhythm Superfoods, a kale chip, beet chip, and carrot chip brand starts the education right on their homepage by asking the question “What Makes Us Super?”

I’ll answer that question for them — and hopefully in doing so, you’ll get a few ideas on how to elevate your brand from Clark Kent to Superman. Cape and all.

  1. Defining Superfood. I’ve already said that I think the main issue with superfood is that there is no set definition. Brands can avoid this pitfall by setting their own standards for what makes food “super” — and letting their customers know what to expect.

Rhythm Superfoods says nutrition density is the main factor in determining what foods they use. They look for foods with a well-rounded profile of vitamins, calcium, iron, protein, fiber, and unsaturated fats. Still feeling a little vague? See if your brand can do it better.

  1. Ingredient Education. On Rhythm’s “Meet Our Superfoods” page they list their ingredients and why each one achieves superfood status. They include an entire separate page for kale, boasting an explanation on how they grow, harvest, and dry their kale into a salty, nutritious snack.

The brand has gotten even more involved in education by launching “National Superfoods Day,” which takes place on January 15. The goal of the celebration is to “educate people on what superfoods are, why we should eat them, and how to incorporate these delicious and nutrient-dense foods into our diets.

  1. Crafting a Super Story. Rhythm Superfoods started with a simple concept: “When you need a snack, you deserve delicious, nutrient-dense options that are all-good for your body.”

Their founders frame themselves as crazy inventors who have spent hundreds of hours testing new ways to make superfoods snackable and delicious. “Some folks throw the term ‘superfood’ around as a buzzword, but to us, it’s much more. It’s our name. It defines who we are, and what we offer.”

I buy it. As easy as it is to just add the word on to some packaging, Rhythm Superfoods has done its work to not only sell Superfoods but to live it, breathe it, and teach it.

Another great superfood brand to check out is Health Warrior. I wrote about them here a few weeks ago. Remember, the greatest superpower of every brand is their story and how they use it for good. If you’re still not sure how to do it, let’s chat.

Be digestible. And thanks.

Email me at eric@thedigestiblebrand.com if you’d like a copy of my guide that outlines the steps brand new and established brands can use (or not use) to succeed while others just keep right on slugging it out with the guy next to them on the shelf.

Eric Kiker: Speaker

Author of The Digestible Brand: The Secret Sauce for Marketing Nutrition to the Confused Consumer

Agency Principal/LRXD

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