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 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!

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, oh [...]

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 [...]

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?

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!

Nutrition Marketing That Gives a Cluck

You want to do more than talk about transparency? You want to really be honest with you consumers and convince them to be a part of your brand? You want to help them make better decisions about food in general, not just eat more of your products? Then take a page from the Vital Farms brand book. Actually, take the whole flockin’ thing.

Man, I’ve written so many articles about food brands — and every single time, I’m able to add some thoughts about what each one could do better to reduce food confusion. But the folks at Vital Farms may have just stumped me. They seem to be doing every single thing, right! I had a conversation with Dan Brooks, Director of Brand Communications and Design at Vital Farms. He told me, in the beginning, research proved people were confused about, “Cage-free,” “Free range” and “Pasture-raised.” According to Dan, “People thought these terms meant pretty much the same thing. When, in [...]

How Do I Create More Effective Nutrition Marketing?

Marketing Nutrition to Confused Consumers

Consumers are confused enough about nutrition. Don’t let your packaging make the problem worse. What’s my proof this is a huge problem? All I have to do is visit a food brand trade show. For instance, during my most recent trip to the 800-pound gorilla in the food trade show world, Natural Products Expo West, I saw the same product over and over, in every aisle, in every category. I call this product, “Huh?” Of course, it wasn’t one product — but it seemed that way, thanks to the fact that, while the vast majority of exhibitors have gotten [...]

Nutrition Marketing That Creates a Good Culture

You’ve made (or remade) a food to be better, you’ve set a mission with which few if any could argue. You’re on the shelf — how to you stave off the inevitable competition and keep from being one of a number of “good” options in your set? Do what the other guys won’t — go beyond helping people through your one line. And reap loyalty.

I’d forgotten about cottage cheese, but when I re-realized this stuff could fill some holes in my protein game, I went looking and found, in my shiny-happy Whole Foods, good culture (lower case intentional), a new, better, bright light. And I gobbled it up. good culture, while its lower case font wreaks havoc with my computer’s auto-correct, is really as the name says, “good.” Love the taste, the story, the peel off paper wrap that contains more info — pretty much everything. But since my thing is all about how food brands can increase loyalty by reducing food confusion, [...]

Nutrition Marketing That’s Less Evil in Every Way

There’s never been more competition in the “healthy snacking” space. That means, you need to be truly, honestly different — from your story to everything that backs it up. Lesser Evil has some lessons for you.

I LOVE Lesser Evil Paleo Puffs — especially the “No Cheese” Cheesiness variety. Apparently, lots of people feel good about every variety of the brand’s miraculous grain-free extrusions, since, whenever I arrive at what’s become my favorite Whole Foods facings, it looks as though some enormous, puff-loving creature has taken a swipe through the entire set. And the good goes so far beyond the stuff in the package. So pull open a bag and let’s dig in to everything that makes Lesser Evil so much less evil: Their story goes beyond what’s become trite (albeit true) and commoditized storytelling [...]

Nutrition Marketing That Gets by Giving

You should definitely use your brand to help people during natural disasters, and as Kraft demonstrates, during a prolonged government shutdown. These things are kind — and they result in consumer loyalty. But why wait? Make every day a way to give something MEANINGFUL to your consumers and see how much you get in return.

Skeptics will look at what Kraft is doing (and what I’m doing by writing about it) and say, “Oh, they’re just trying to get people to buy more of their products.” I say, “So what?” We’re all in the business of persuading consumers to buy our stuff, which means we’re all looking for opportunities to stand out. And thankfully, opportunities like this don’t come around every day. So while Kraft is putting itself out there to help an estimated 800,000 people/families affected by this government shutdown — and now, asking other brands to pitch in, what could this awful [...]

Nutrition Marketing with Heart and Soul

With all the competiton in the natural channel; with all the authentic brands getting gobbled up (and in many cases, ruined) by Big Food, it’s never been more important to make your consumers FEEL something. BeeFree gets that part, and other parts, right.

The folks at BeeFree reached out, asking if I’d like to try their products — what followed was a BIG box of their Warrior Mix and the offer of more. Could my miniscule blog help them? I don’t think they really cared — maybe they were simply being, as their name suggests, sweet. The story is authentic and human. Jennifer Wiese’s oldest son had just been diagnosed with Autism. And while these kids are said to be “on the spectrum,” I’d imagine Jennifer and her husband were too — on an emotional spectrum between disbelief and desperation. Jennifer decided [...]