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.

Nutrition Marketing with some Sweet Advice

Sell, sell, sell, sell, sell. That’s all consumers see from most food brands — but what if you took your foot off the gas a little? You’d show the consumer you have respect — and you’d show some confidence too. This Thirty Second Marketing Snack features Smart Sweets and some sweet advice from Bob Moore of Bob’s Red Mill.

Video Transcript: Hey, it's Eric with the 30 Second Marketing Snack: One Tip To Help Your Brand Grow. Today, we're featuring Smart Sweets! I heard a cool quote the other day from Bob Moore, founder of Bob's Red Mill. He said, "I don't sell products. I offer them." I just thought, "That is such awesome advice for all of us to follow." Instead of: Sell, sell, sell, sell, sell all the time, let's slow down, show our consumers some love and care, and it'll come back at us. So, be digestible ... Hey, little bear! And thanks, sweet! [...]

Nutrition Marketing That Maximizes Opportunity

Just about every food brand uses Amazon, demos and social media — but are you using each to its best advantage? Maybe not. Here’s a video with some thoughts — have a look and win more loyal consumers.

Video Transcript: Hey, it's Eric. Interesting story from a conversation with a perspective client the other day, they were bemoaning the fact that Amazon is not the best place to make money for some people. The margins are thin, it's not really a great place for revenue, but we talked about the idea that it's a great place for review. If you can build a whole bunch of great reviews on Amazon, you can use those to build a case with new retailers and open up more distribution, open up more doors. So I got to thinking, what [...]

Nutrition Marketing That Makes Small, Big

Big food brands do a lot of stuff right and a lot of stuff, wrong. How can you make both work for your smaller brand? I'll tell you, right here.

Video Transcript:   Hey, it's Eric! Today we're going to do a feature that I call, “Big for small.” It's stuff that big brands do that you might want to take advantage of yourself. Or things that big brands do that you want to wipe out and one-up. So, I've got two examples for you today. The first is about cost containing. You know cost containing, right? You've heard about it. I hope you've never done it. It's when a brand cost contains the crap out of every ingredient until everything's nasty and it sucks. You should not [...]

By | 2019-05-13T23:57:44+00:00 April 29th, 2019|Brand Positioning, General, Influencers, Marketing, Research|0 Comments

Nutrition Marketing That Sings

What happens when food brands (or anyone) constantly sell? People not only resist, they never become truly loyal. But when you focus on delivering value instead, you can break through. Caution: food marketing rapping ahead!

Video Transcript: Hey, it’s Eric! And, I know it's another Monday and your LinkedIn is all filled up with people trying to sell you something; trying to tell you how to market your food brand for success, but at The Digestible Brand we do things a little bit differently. We believe that if we give away value, it will create long-term value for our brand and maybe we'll do business down the road together. So, we're more about information, maybe some education, some provocation, occasionally, but hopefully there's never any frustration. It kind of sounds like I'm rapping, [...]

Nutrition Marketing That Saves Dinner

Dinner is one of the biggest problems people face — but it’s not just for dinner brands to solve. Any food brand could help consumers get past this harrowing part of the day, to gain loyalty and preference. What could you learn from the latest dinner-solver, Suvie?

Meet Suvie, described by the website as, the “Smart WiFi Kitchen Robot Refrigerator and Cooker.” It’s pretty cool. You just preload in the morning with the makings of an entire meal for up to four people, tell it when you want to eat and Suvie does the rest, refrigerating and then cooking everything at the exact right time to deliver a perfect “5-star” meal when you get home. What? Huh? It’s a freaking miracle, right? What’s it cost? Well, as of this writing, they’re running a Kickstarter campaign and Suvie’s dinner-saving tech can be yours for the cool, buy-ahead [...]

Out Of The Box Nutrition Marketing

What happens when you give a SnackNation box to a fairly savvy shopper and ask her, “What’s good and bad about this stuff?” You get insights, ideas and maybe a few laughs. But I’m biased, ‘cause the shopper is my wife, Linda.

Video Transcript: Eric: Hi, it's Eric! So, at The Digestible Brand our belief is, if you can reduce food confusion among your consumers you can gain loyalty and keep from being just like the guy next to you on the shelf, a commodity. So, today we're going to talk to a typical consumer who happens to be my wife, Linda, and she's gonna pull some things out of my SnackNation box that I brought home from the office. This is video two and so she's gonna look at some things that we didn't look at last time. Eric: [...]

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. [...]

Nutrition Marketing That Advocates For The Consumer

You’re selling, selling, selling, but are you helping, helping, helping? When you put a fist in the air on behalf of your consumers and help them solve problems beyond, “What’s to snack on?” You gain loyalty and beat the guy next to you.

Video Transcript: Hi, it's Eric. So, at The Digestible brand, we live by this simple mantra: if you can reduce the confusion people have around food, you can gain loyalty and avoid becoming the dreaded commodity. So, the other day I made a LinkedIn post and at the end I said, "Put a first in the air and stop being a commodity.", and a lot of people really loved that. But what I was really talking about, just to be really clear, is put a fist in the air on the behalf of your consumers. More than two-thirds [...]

Nutrition Marketing That Mashes it Up

Conagra’s CEO Recently Complained of Disappointing Innovation, but After Buying Pinnacle Foods, the Brand Has a Million “Mash-Up” Opportunities. How Can Your Brand, Big or Small, Use This Crazy-Cool Concept to Create Something New Without Going Back to the Drawing Board Every. Single. Time?

Video Transcript:  Hi, it's Eric. At The Digestible Brand, we believe if you can reduce food confusion, you can increase loyalty and stop being a commodity. Now, on LinkedIn the other day I shared an article about how Conagra, which has bought Pinnacle Foods for $10.9 billion was closing Pinnacle's Boulder offices. Now, that's really kind of bad. But, within the article the president and CEO of Conagra, Mr. Sean Connolly, not Connery, was quoted as saying he was disappointed in the innovation efforts of Conagra. Mr. Connolly, not Connery, I would respectfully say you've already got innovation [...]

Nutrition Marketing That Wins Through Trial

If your product is delicious and fits consumers’ lives, you’ve got to get it into their mouths. See how this Trial Pack from Enjoy Life Foods does it. Then, borrow a page from their book!

Video Transcript: So I wrote an article a while back about the power of the sample kit, and today I want to show you one that's a little bit different. It's a trial pack from Enjoy Life Foods. This cost me $15. Shipping was free, and I got a ton of stuff. I got ten products. Now if you know anything about Enjoy Life, you know that their whole thing is about being free of the top eight allergens which is a big deal for a lot of people. They do a great job throughout this piece of [...]