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 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 [...]

Nutrition Marketing Without All the Suffering

If you want people to truly understand (and yes, love) your brand, find a unique story that creates an advocacy position for your consumer, connect that story to everything you do and suffer a whole lot less to succeed.

Let’s get a little boozy with Sufferfest, a line of beers that’s different because they’re “Celebrating Athletes.” Great line. First, it says exactly who the brand wants to be for. Secondly, it says it’s for athletes who are celebrating super hard workouts. So what’s Sufferfest doing really well? They know why they started this brand, and who they started it for. When you put your consumer at the center of the story, you make people feel special — people like that. They have specific reasons to believe. Their beer is “Crafted to remove gluten.” They likely know a lot [...]

Marketing Nutrition Needs a Strong Story at the Core

You have a passionate mission, super-clean ingredients and a diverse product portfolio. You need to wrangle all that into a cohesive, well-explained story or what’s the use?

I noticed something new — and in a way, old — yesterday at my Whole Foods. Core Bar from Core Foods. I’ve known this brand for years, but only for their Core Meal, which was for the longest time, the only brand sitting next to Perfect Bar. I wanted to know more about the story, so I grabbed a bar and started digging in. What I found was a combination of cool, curious and confusing. All adding up to a “C” for Core. First, what is the brand doing well, from a story perspective? They have a great name [...]

Nutrition Marketing That Uses Its Noodle

We eat way too many carbs and not enough of those carbs are made up up vegetables. Cece’s Noodle Company is helping to solve both those problems — how can your brand help further solve this issue?

Some put it at two-thirds, others say 70%. I’ll estimate the whole thing down and say, more than half of us are overweight or obese. End of story.Could brands like Cece’s Noodle Co., be the beginning of a new story. One in which we get our carbohydrate consumption under control? One that features people eating more vegetables, which offer a host of anti-inflammatory, antioxidant, life-saving, waist shrinking properties?I sure hope so. Because I’ve been fat and it sucks. Now that I’m the fittest I’ve ever been, the two-part success I can point to is, getting my carbs balanced with my [...]

How Smart Nutrition Marketing Built the “Millennial Snack Brand”

Hippeas makes their massive growth look easy peasy. Here’s how they hacked the system, and how your brand can do the same.

Peas are having a moment. Not those green things you used to push around your plate. These Snackaprenuers have discovered how to puff up peas into a delicious crunchy snack (and they’re better than Cheetos). A few months ago, I wrote about Harvest Snaps, a pea-based snack product with a big focus on health. Today, I’ll be taking a look at another popular pea-based brand that takes a different approach. Chickpea-based Hippeas, preaches peace and love — as in peas and love. You probably first spotted these bold bags at Starbucks. That’s because they were launched as part of a [...]

Taking the Junk out of Nutrition Marketing

Part of gaining loyalty for your food brand involves having a clear mission on behalf of your consumers — if part of that mission is helping people eat better, take a look at what SnackNation has done, and apply those lessons.

The mission of some food brands is laser-focused. Enter SnackNation, who states it very clearly: “We got started with this crazy idea of making healthy food more convenient than junk food, and we’ve been on an epic ride ever since.” Perfect, especially when so many offices feature the old, boring source of super-junky-junk food — vending machines. If you don’t already know, SnackNation curates healthier snack foods for a ton of brands they personally vet, boxes it all up and sends it to your office (or home). Simple. My office has been a subscriber for around a year and it’s great [...]

Get Creative with Your Nutrition Brand Marketing and Enjoy Sweeter Success

Smart Sweets proves, getting creative and knowing your audience is the way to hearts (and pantries). What can you learn here, sugar?

Nutritious candy is a rising trend with the Whole Foodies. One of my personal favorites is Smart Sweets, a gummy bear, etc. brand with 85% less sugar than the normal stuff. Don’t worry kids — your Halloween candy is still safe. These snackable bags taste just like your favorite sweet treats, minus the sugar freak out. The brand was created by then-23-year-old Tara Bosch who experimented in her kitchen to cook up a candy that could satisfy her cravings without all the sugar. She and her brand may be young, but it’s this youth and innovation (plus some super-colorful [...]

Nutrition Marketing That Puts Some Skin in the Game

If you really, truly, passionately believe your food or beverage product offers a big benefit to people, go all in, take the consumer’s side in a big way. And watch interest grow into fervor.

I try to do double duty with these articles — be super respectful toward someone’s life’s blood while offering suggestions that might help their brand and yours. But this time, especially given Vital Proteins’ Collagen Peptides is a cow-based product, I might just step in it. Here goes. We’ve come a long way since “glucosamine.” You know, the stuff that was supposed to help our joints get some young back in ‘em. RIP old school, long live Collagen Peptides. New, better, sexy name and the promise of additional good stuff for hair, skin and nails — all kinds of [...]

Marketing Nutrition Like a Warrior

Your brand story — the essence of your brand and its products and people — should fuel a marketing campaign that makes people believe in you and themselves. Health Warrior Superfoods wins that battle.

It’s mental food inventory time. Take a second and think of the CPG food brands you have in your pantry, fridge, bag or glove box (if you can’t think of any, you probably need a snack). Which of those brands are always with you? The ones you pick up every time, the ones you pay full price for when lookalikes are on deal, the ones you seek out? These are the brands we all want to build, right? Well, it’s easier said than done, because to accomplish this, a product has to go beyond tasting great and delivering on [...]

A Nutrition Marketing Story That’s a Damn Good Catch

Even if you don’t have a disruptive food product, Good Catch is a great example of how to get on message, educate confused eaters and cast the widest possible consumer net.

“Fish story,” in case you’re one of the four people who don’t know, is a euphemism for stretching the truth. I guess because fisher people are famous for enthusiastically overestimating the size of their catches. And while I’ve never caught a fish of any length, I can spot the branding equivalent of a fish story a nautical mile away. This brings me to Good Catch, a company striving to create and market a line of plant-based foods that look and taste like seafood. Should you follow their example, or swim the other direction? Follow. Really, seriously follow. These guys [...]