Nutrition Marketing For Real Consumers

What are your consumers loving and what’s confusing the crap out of them? I gave a SnackNation box to a special guest star to see what rang the bell and what fell flat. What can you steal from our mini-research session to make your brand smarter?

Video Transcript:

Eric:                  Hey. It’s Eric. At The Digestible Brand, our mantra is: if you can reduce food confusion, you can increase loyalty and avoid becoming the dreaded commodity. Today, we’re going to do a little test with an actual consumer, my wife, Linda, and a SnackNation box that I just brought home from the office, and we’re just going to see what she thinks. This is completely unrehearsed, and she’s just going to grab some random products and give you her impressions. Okay? All right. Linda, what are you going to look at first?

Linda:               All right. Digging in. The JanaBanana.

Eric:                  Okay. What do you think? What do you … What strikes you? What jumps out?

Linda:               When I touch the package, it’s soft. I like that. That makes me really happy, to know it’s a chewy thing. I’m a big chewy fan.

Eric:                  Okay.

Linda:               I’m not worried about their warnings about traces of milk, soy, and tree nuts, but if I were allergic, yeah, I’d be worried.

Eric:                  Is it like everything else that you see in the bar aisle, or is it something different?

Linda:               No. It seems like the same. It’s just got … highlighting bananas.

Eric:                  All right. Pick something else.

Linda:               Ooh. Tahini bar. I love tahini.

Eric:                  Okay. Show it to us.

Linda:               Except I’m not really sure …

Eric:                  Tahini bar. Okay.

Linda:               I’m not really sure, but I don’t know what … I always think it has a lot of fat because of sesame seeds.

Eric:                  It probably does.

Linda:               Not very many calories, but there is a long list. Glucose syrup, so they’re putting sugar in there. Palm oil. I’m always … I always feel like I should stay away. Ah. Soy lecithin.

Eric:                  You don’t like it?

Linda:               That sets me off. I don’t like the idea of soy at all.

Eric:                  All right, but you don’t know what it really does or anything?

Linda:               Not really. I just know it messes with your internal system, especially for a woman.

Eric:                  All right. Grab another one.

Linda:               Although it sounds really good. It’s only 100 calories.

Eric:                  100 calories. People love 100 calories.

Linda:               I know. I know. It seems so easy for a snack. Okay. On The Go.

Eric:                  Edamame and Berries.

Linda:               Edamame. Yeah. That’s not enough. I get worried. I would probably eat five or six of these, and they have 80 calories, which I’m not so much concerned about calories, but I’m always looking at what’s in it, and I can’t … It’s hard to read it. I can’t see. Product of South Africa, coming all the way from there.

Eric:                  What’s that say to you?

Linda:               Travels really far. I feel like it’s traveling too far. Why don’t they make something like this here? Why does that make it special? I don’t understand why that’s special.

Eric:                  Is it a commodity, or is it something you need?

Linda:               No. I can put this together in two seconds and pay less.

Eric:                  Yeah, but you aren’t going to do that. It’s in a package.

Linda:               I might not. I might not. Especially, where do you get the dried edamames that aren’t like, yeah. Yeah, so …

Eric:                  All right. Cool. One more, quick.

Linda:               It’s gluten free. I like that.

Eric:                  All right.

Linda:               Zee Zees Strawberry Grahamz.

Eric:                  Show me.

Linda:               It’s cute packaging.

Eric:                  Got it. Okay.

Linda:               That’s really cute.

Eric:                  Who’s that for?

Linda:               Kids. It looks like kids.

Eric:                  Is it good for kids? Is it made-

Linda:               Of course not. It has a lot of wheat flour. They always give crap to kids and then make it sound like that’s the only thing that kids will eat. Not very much … It’s 120 calories of four grams of fat and …

Eric:                  Interesting or a commodity?

Linda:               Commodity.

Eric:                  All right. That’s it. Look at the camera. Say thanks.

Linda:               Thanks.

Eric:                  Well, I’ll say thanks. Okay. All right. You heard it from her. People are confused. They don’t like confusing ingredients. You got to be clearer with this stuff, or else how are you going to sell it? You got to make your product stand out beyond just the nutrition, or else people aren’t going to pick it up, and they’re definitely not going to be loyal to it. Okay. Until next time, be digestible, and thanks.

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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