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 Your Nutrition Brand like a Family

I know, really I do — you started your brand because you wanted to fill a need for people. Maybe you started out by filling your own. You shared your new passion with friends and, yes, family. Everything was loving and glowing and personal and altruistic — and then, you decided to ruin it all by becoming a marketer. Bill Keith, oldest brother of many and CEO of Perfect Bar (I put the first thing first for a reason) has not ruined it all — at all. Instead, he, along with his siblings, teammates, investors and maybe even you [...]

Marketing Nutrition That Makes “Superfood” the Brand Hero

Superfood. It’s a word that catches your attention. As consumers, we like things that promise to be super. Super easy. Super affordable. Super healthy. But decades of quick-fixes and fad diets have taught us to be wary of too-good-to-be-true claims. So slapping a buzzword on your product simply isn’t enough. I’ve said it before and I’ll say it again, it’s all about education. When you think “superfood” you might think, Sure, goji berries and kale. But what does the term actually mean? According to the Oxford English Dictionary, a superfood is “a nutrient-rich food considered to be especially beneficial [...]

Nutrition Marketing That Turns Lemons into Lemonade

Go to super-simple lemonade brand 4P's homepage, read the long version of founder Will Boyle’s origin story and you’ll get a passionate taste for what this brand is all about — saving forests and saving people from overly processed, garbage drinks (and food). It’s a good tale, told from the perspective of a boy who became a man who wanted to do better for humans and nature. In fact, when I asked Will to tell me the essence of his brand in one sentence, he responded, “4Pure was born from a simple commitment to do good for all by [...]

Marketing a Nutrition Brand That Lives Up to Its Promise (Not Its Name)

“LOVE” spelled backwards is “EVOL.” Evil? Really? According to the frozen-food brand’s social media accounts, it’s pronounced e-vul, which doesn’t seem much better. I could spend the rest of this article debating whether the name is a devilish distraction or an attention-grabbing denouncement of Big Food. But I won’t. Because as perplexing as the name might be, their brand story is much more straightforward — and they present it in a way that leaves no room for debate. So let’s ignore the name for now, and dive into what makes EVOL not so bad after all. Take a quick [...]

Marketing Nutrition Like a Warrior

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 [...]

Marketing Nutrition by Playing the Hits with Heart

Crafting a unique story for a nutrition brand can be tricky. Not because you don’t have a story to tell, but because there’s a very good chance that a thousand other brands are already saying exactly what you want to say.“We’re reimagining food.”“Something was wrong with the industry, so we fixed it.”“We work WITH the farmers. Look, see the farms?!”“We only use ___ ingredients. That makes us SIMPLE. And that means we’re better.”Sound familiar?Fortunately, you can play the hits and still make your product seem unique. Take a look at Quinn, a snack company that has made it their goal [...]

By | 2018-08-22T03:09:18+00:00 August 13th, 2018|Brand Positioning, Branding, Marketing, Packaging|0 Comments

Marketing Your Nutrition Brand by Embracing a Great Story – In and Out of the Aisle

Some brand stories take a while to find and craft. Some others are just too obvious to ignore. Let me tell you a brand story – nay – a brand LEGEND. Once upon a time (let’s call the time the 1970s), there was a family of bakers (let’s call them the Dahl family), who made the finest bread in the land (Portland to be exact). The family also had six children, who learned to work at the family bakery from a young age. One of those kids - Dave – started his adult life down a not-so-good path. He took [...]

By | 2018-08-17T23:31:02+00:00 August 6th, 2018|Brand Positioning, Branding, Marketing, Packaging|0 Comments

A Nutrition Marketing Story That’s a Damn Good Catch

“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 [...]

Nutrition Marketing That Wins by Zagging

Plant-based foods are all the rage — especially burgers. Why? Because everyone loves a burger, and vegetarians and vegans feel super left out when all their buddies are mowing away while the plant eaters are relegated to, what, a salad? Double burger without the burger? And the plant-based burger was born. And what’s the holy grail of the plant-based burger? You got it, the plant-based burger that’s just like a beef burger! Enter Good Seed Burgers. They’re apparently pretty good — but a look at their store locator says, they’re pretty darn small. Why? Maybe they don’t really truly [...]

Better Nutrition Marketing Through Puffed-Up Passion

Oh man, do I love a puff. That light, airy, barely-there texture is something I’ve always been willing to dive head first into. Preferred the puffy Cheetos to the crunchier version. Never minded the cheese fingers. And now, really hate the fact, the vast majority of these magic pillows of flavor are made with corn. And that hate offers up one of two possible story lines for a new brand I’m really excited to jam into my gob. It’s Spudsy, a yet-to-be-launched, better-than-ever puff made primarily of sweet potatoes. If you visit the site, you’ll find a nice, albeit [...]