96% of people say they want to eat “healthy.” But, they’re actually baffled about what that really means.
People are confused when it comes to what to eat and why. So they bounce around from brand to brand and trend to trend. You will gain loyalty and get beyond impulse trial if you help them. And here’s where I come in. Yes, I’m a marketing guy with a full-service agency behind me (LRXD.com). Do I want you to hire me and us? Of course, and you should because we’re a bunch of brilliant, results-driven people. But instead of shouting, “choose me,” I’m gonna earn your trust by giving away everything I know about food marketing. So we can all win, starting with the people that need to win the most, your consumers.

Nutrition Marketing That Stands for Better

People are confused about what to eat — and what food brands are doing to help. Applegate makes it really clear with their “Humanely Raised” positioning. What are you doing to show your consumers what you stand for — and what’s in it for them?

Transcript: Hey, it's Eric with the Thirty Second Marketing Snack, one brand and one thing that makes it digestible. Today I'm featuring Applegate, and the reason is right there, humanely raised. A lot of us meat eaters are starting to care a whole lot more about how animals live their lives. And with the rise of plant-based, and some of the guilt tripping that's going along with it, I see a clear delineation coming between the guys that do it right, and the guys that do it wrong. So look, be digestible, like Applegate, and thanks. [...]

By | 2019-06-21T22:19:38+00:00 July 15th, 2019|Branding, Influencers, Marketing, Packaging|0 Comments

Nutrition Marketing That’s Just Plain Good

You know, sometimes about the only thing you need to say about a brand is, “Put this in your mouth.” It’s just that good. That’s the lesson I’m illustrating with Plotz Snacks. It’s not that complicated. So what are you doing to simplify things for your brand and your consumer?

Transcript: Hey, it's Eric with the new and improved Thirty Second Marketing Snack, one brand and one thing that makes them digestible. Today, I'm featuring Plotz!, funny name but man, a great product. Just six ingredients, really great taste. If there are any buyers out there watching, especially on the East Coast, you got to give these guys a shout. So be digestible like Plotz! and thanks

By | 2019-07-09T19:15:24+00:00 July 8th, 2019|Branding, Influencers, Marketing, Sampling|0 Comments

Nutrition Marketing from The Soul of The Brand

You have a great story for consumers, you just have to dig for it sometimes. Look at what Made Coffee is doing. How can you create a tie between your brand and a unique reason for being?

Transcription:  Hey it's Eric with the new and improved Thirty Second Marketing Snack. One brand and one thing that makes them digestible. Today I'm featuring Made Coffee. I mean it's beautiful design, but what I love about these guys is the story. We're from Florida so why the heck are we drinking scorching coffee? So let's make it cold. I want to see them lean into that more, especially with the whole bean product. Show me how to drink it cold and really enjoy it. So be digestible like Made, and thanks.

By | 2019-07-01T21:10:33+00:00 June 24th, 2019|Branding, Influencers, Marketing, Packaging|0 Comments

Nutrition Marketing to Skratch the Guilt-Free Snack

Lots of us talk about our products being a “guilt-free” snack. But come on, people have bigger problems than that. In this edition of #thethirtysecondmarketingsnack I’ll provide some inspiration for talking about those higher order emotional benefits you can provide. Do it. You’ll gain loyalty. Besides, you won’t be saying what everyone else is saying — differentiation!

Video Transcript: Hey, it's Eric with the 30 second marketing snack. One tip to help your brand grow. Today we're featuring skratch. Listen, your consumers have bigger problems than needing a guilt-free snack. They're overweight. They can't sleep. They don't move very well. Some of them can't even poop, okay? You need to figure out which of those higher order life problems your brand could best solve. Even if you have to go beyond the product, and you should, and talk about that all the time. It's way better. All right. Be digestible. Mm, and thanks. [...]

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’s “For” Not “To”

We all want to sell, but in the excitement to get people to buy your product, you might be missing the best way to get people to want your brand — speaking on behalf of their higher order emotional problems. Have a look at this video and see how these thoughts might apply to your brand.

Video Transcript: Hey, it's Eric! So today I want to cover something that I call the difference between “talking to your consumer” and “speaking for your consumer.” Now, talking to your consumer is telling them stuff that you think they want because it's hot. And I'm talking about the non-GMO, the gluten-free, all the free from nonsense. I know this stuff is important, but I call it nonsense because no one's really making sense of it for people. I mean let's think about the deeper emotions that go along with wanting these sorts of things. Let's talk about [...]

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. [...]