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 Goes One Better

We’re up to our necks in fancy packaged food with tricked up ingredients — that’s cool, but sometimes you can make a splash just by one-upping the ordinary. Superseedz does that for the lowly, miserable pumpkin seed. What could you do?

Transcription: Hey, it's Eric with The Digestible Brand and the new and improved Thirty Second Marketing Snack; one brand, and one thing they're doing that makes them digestible. Today I've got SuperSeedz. They took pumpkin seeds, which are either gross when you do them yourself, or just boring, and they made them cool, with great flavors. They didn't trick them up with some miracle ingredient, and that's what I'm saying here, you don't really have to. Sometimes it's just good to take a simple thing and make it better. So that's it, be digestible like SuperSeedz, and thanks. [...]

By | 2019-07-08T20:14:33+00:00 June 17th, 2019|Influencers, Marketing, Research, Trends, Video|0 Comments

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

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 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 [...]

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 Does the Impossible

The Impossible Burger isn’t just plant-based meat, it’s new technology. Here’s how the brand is sacrificing mass-appeal for a bigger slice of the meatless-pie.

Last week, Impossible Foods debuted the second version of their plant-based “Impossible Burger” at CES 2019. That’s right. A food company at a tech conference. The context makes sense if you already know about Impossible Foods, a company dedicated to finding innovative ways to create meatless meat, that actually tastes like the real thing. Forget about robots and rollable TVs — the Impossible Burger 2.0 was the clear favorite at this year’s conference, stepping up their original recipe in both flavor and texture. So I’ve been wondering, is Impossible Burger actually making “food as technology” palatable for consumers? Right now, [...]

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, [...]