96% of people say they want to eat “healthy.” But, they’re actually baffled about what that really means.
My belief: food brands could fix the problem. This all comes from the personal: In 2011, I started a journey that’s maximized my diet and wellbeing. And now, I’m combining that learning with my marketing chops to help brands win at shelf and create consumer loyalty. Enjoy.

Marketing Nutrition With A Story That Says, “Dang”

Imbue your story with likeability AND truth — back it up with a great tasting product people can feel good about eating and you’ve got a recipe for consumer clarity and loyalty.

When Pepsico announced its intent to buy Bare Snacks, it was huge news. And deserving — Bare has great products, great innovation, great name. It might surprise you to find out, Bare’s biggest competitor actually created the coconut chip category. And Dang is no slouch either. In fact, they’ve really been coming on in the past couple years. New design, new products and a dialed-in story that, for me, covers all the bases. Let’s take a look at the front of pack — after all, that’s where your story must start. You only have a few seconds to get [...]

Nutrition Marketing That Wins Through A Kick-Ass Story

Get the story right, make it a fist-in-the-air pitch on behalf of your beliefs — and your consumers, and you’ll be able to make every tactic work harder, easier.

I talk about the story a lot. You might even wish I’d stop talking about it. But I’m just not gonna. Because in my experience and in my belief, the story is the most important thing you can create to get your marketing off on the right foot — and it keeps paying dividends, for the lifetime of your brand.Why? What are the reasons you should put so much effort into the creation and crafting of your brand story?A strong, ownable, defendable story gives you an identity right off the bat — sure, your logo and packaging do that too, [...]

Taking a Slice of Marketing Wisdom from Domino’s Pizza

5 Delicious Lessons Every Nutrition Marketer Can Learn from the Kings of Delivery Pizza

Some of you have probably heard that this month, J. Patrick Doyle will be stepping down from his position as CEO at Domino’s. After spending the better part of a decade in the position, Doyle helped rescue a former goliath from the murky depths of pizza obscurity, and molded it into one of the most lucrative food brands in the world. Now that Doyle has officially sold his shares in the company for enough money to support an extremely healthy Tony Stark-esque lifestyle, it seems fair to deem his time at the company a great success. By this point, [...]

Nutrition Marketing That Wins Through Partnerships

Teaming up with a well known lifestyle brand that endorses your food brand gives you an immediate leg up on the competition.

I credit CrossFit (the high intensity workout methodology for those living under rocks) with being the impetus for changing me from a dad bod, nutrition aimless, appropriately aging guy — in other words, I could have dropped dead at any minute. So when my sport aligns itself with a food brand, guess how I’ll feel about that brand — you got it, pretty damn hungry for that brand. And that’s what CrossFit has done. According to Food Dive author Patti Zarling, “Exercise giant CrossFit has teamed with meat company Strauss Food to market a selection of grass-fed beef and [...]

Nutrition Marketing That Reduces Food Fear

Reassure your consumers that ALL food is beneficial, or your brand could be the next to be avoided.

You’ve seen the obesity statistics, right? It’s staggering — like I just drank a whole bottle of vodka for breakfast, staggering. Based on that, you’d think my entire notion of people being afraid of food would be, poppycock. But according to her article, which used the advent of sugar-free diets to make a larger point, The Conversation’s Tara Leong insists we are indeed afraid of food, mainly because diets are, “…restrictive, with lists of ‘allowed’ foods (such as whole grains, blueberries and grapefruits) and ‘not allowed’ foods (such as white bread, bananas and raisins). This inadvertently promotes a diet [...]

Nutrition Marketing for a Supercharged Demo

Instead of just handing out samples, figure out what’s confusing your potential consumers at your demos — you’ll start winning loyalty right then and there.

Yes, the number one rule of marketing any food brand should be: Get it in people’s mouths. But with so many new brands, with new claims and new miracle ingredients, I’d argue, when you get someone to taste your product, you’re only taking the first bite out of the overall problem. And that problem is, people are more confused than ever about what to eat. So let’s look at some ways to make the lowly demo demonstrate a greater ROI. Why? The demo is the near-perfect time to make a personal impression on a potential consumer It’s also a [...]

Nutrition Marketing That Wins Hearts Through Minds

Consumers hear and know enough to make them skeptical about everything. But a little explanation turns that skepticism into love.

“I know enough to be dangerous.” When it comes to today’s food consumers, truer words were never spoken. Here are a few things they “know.” Organic is automatically good, even if it’s from a country with questionable organic standards Any new ingredient (i.e. adaptogens) called out on the front of a package is good — got to have that Some ingredients, buried on the back panel — specifically for this story — guar, locust bean and other “gums” are weird and bad, causing certain brands to get extra credit by saying, we don’t use those nasty gums All of [...]

Six Nutrition Marketing Steps to Help You Get Full Price

Help consumers see a relatable difference between you and the guys sitting next to you, and get in the cart even when you’re not on deal

Yeah, I know, you have to go on sale from time to time — retailers like to show value to their customers and guess who pays that freight? Yes, your brand. But this story isn’t about how not to go on deal, it’s about how to keep velocities high when your competition’s price gets slashed. Here are my six tips for getting what you’re worth, even when the other guy is on deal, working backwards from the shelf: One — Dissect the competition’s packaging: Find the gaps where those other brands are blowing it by consumers — then go [...]

What does IRI’s New Product Pacesetters Tell us About Nutrition Marketing?

Thinking about innovating your product portfolio? Take a lesson from the top sellers from 2017.

According to IRI, these ten products fared best in 2017 (there’s a separate list for convenience, but I’m sticking with MULO (moo-low), or Multi Outlet sales. First let’s look at the winners: 2017 New Product Pacesetters: Top 10 new food and beverage launches (MULO) Halo Top: $324.2m GOOD THiNS: $87.0m Dunkin' Donuts Iced Coffee: $67.1m Nestlé Splash: $55.2m LIFEWTR: $50.4m SMARTMADE by Smart Ones: $49.3m HERSHEY'S Cookie Layer Crunch: $47.7m Hillshire Snacking: $47.5m Well Yes!: $47.3m Cracker Barrel Macaroni & Cheese: $46.6m What do all these hot brands have in common? There’s nothing weird — no bone broth, collagen [...]

Better Nutrition Marketing by Meeting Consumers Where They Are

Match your marketing language to the sophistication of your consumers in every instance, and get better results.

There’s a lot of “blow it by them” happening in food marketing these days. For instance, at Expo West, I saw so many brands touting a single ingredient as if that was enough to get people to buy: Now with Adaptogens Now with Collagen protein Now with Turmeric Now with, “Huh?” I mean, we all know consumers get hooked by the latest buzz-ingredient — and it’s easy to just slap that magic whatever on the label and call it a day. But according to this article by FoodNavigator-USA Editor, Elaine Watson​​, there’s a better way to connect with consumers. [...]