Some put it at two-thirds, others say 70%. I’ll estimate the whole thing down and say, more than half of us are overweight or obese. End of story.
Could brands like Cece’s Noodle Co., be the beginning of a new story. One in which we get our carbohydrate consumption under control? One that features people eating more vegetables, which offer a host of anti-inflammatory, antioxidant, life-saving, waist shrinking properties?
I sure hope so. Because I’ve been fat and it sucks. Now that I’m the fittest I’ve ever been, the two-part success I can point to is, getting my carbs balanced with my protein and eating way more vegetables.
Which brings me back to Cece’s. What is this great little brand doing that’s, well, great?
- Everything they do helps us eat familiar foods in a vegged out way — noodles are made of veg, rice is made of veg. They even have a new line of shells and cheese (or cheez if you pick the vegan version) that look and, I hear taste, a whole lot like the pasta version.
- Their package design is clean, fresh and appealing. You can find it, you can see the food, and it looks stylish in your Whole Foodie shopping cart.
- They’re tricking people into eating better. And I say that in a complimentary way. We need to be tricked into eating better because eating lousy is fun and we really don’t want to change, even though it makes us, right, fat and unhappy.
Where do I think they could do even better?
- The story needs a 2.0. I get it, Cece is a little girl with a gluten allergy, and that would be okay if this brand didn’t have such an amazing mission staring it in the face — to help people naturally eat a better carb balance, while simultaneously eating more life-saving vegetables.
- I’m staying on the story for another paragraph — because what people need isn’t YOUR story, they need THEIR story. They need you to advocate for them. So Cece’s should be saying: “Look, the reason so many of us are unhappy with our weight is because food companies have made carbohydrates cheap and addicting. We’re changing that game, helping you cut carbs back (never out) while easily eating more of the vegetables that can help you live longer, better and yes, lighter.”
See the enemy (food companies)? It’s not only true, it’s good. People aren’t to blame in this story. And Cece’s is out to help. Perfect consumer advocacy position.
- Show people how to balance carbs, fats and protein. Show them how they can add more fun and interesting carbs within that mix, thanks to the fact Cece’s products have almost no carbs.
- Keep innovating — ever since the first kid ate broccoli and cheese, parents have known, dressing up veggies helps them go down easy. Cece’s could milk this (pun) and create lots of variants on that theme. Remember, fat is good! And if it’s consumed in the right balance, it works for your body, not against it.
Okay Cece’s? Go for it.
Think this article’s off-the-top ideas are remotely good? Think what we could do in a whole day. Email me at firstname.lastname@example.org if you’d like a copy of my marketing tools one-pager (that’s actually three pages).
And if you’re still not sure what to do, let’s chat.
Be digestible. And thanks.