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.

How Influencers Can Keep Your Nutrition Brand Fresh

What you can learn from HelloFresh on making your social media game about more than just some pretty food photos.

As much as I try to live by the no phones at the dinner table rule— It’s hard to resist pulling out that appendage to snap a pic of an artfully plated meal. And I’m not alone — especially since that photo of an eye-popping smoothie bowl can get as many likes as a famous celeb these days. One brand that’s capitalized on food-fame is meal subscription service, HelloFresh. Their clever use of influencer marketing has created a unique brand story that’s all about the benefits of convenient, nutritious home cooking. Here’s what you can learn from this brand’s fresh [...]

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 with a Wilde Idea

What the rise, fall, and rise again of Wilde Brands says about innovation and perseverance.

With an all-star team of food industry veterans, a seemingly innovative product idea, and millions in funding — Wilde Brands was too big to fail. At the core of this Boulder-based brand was the idea to create a meat-based bar, less like jerky, and more like a traditional nutrition bar. In 2015, the prettily packaged Wilde Bars hit the shelves of Whole Foods. The brand took inspiration (and their name) from Oscar Wilde who once said, "Be yourself; everyone else is already taken."​ It turns out that the eponymous writer’s words would foreshadow what was to come for the bright-eyed [...]

Marketing Nutrition That Makes “Superfood” the Brand Hero

Buzzword branding doesn’t work. Here’s how “superfood” can break the mold and find it’s rhythm.

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 [...]

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 [...]

Nutrition Marketing That Wins by Zagging

Your brand has so many competitors — but you can beat them all by finding a point of difference that leads to a story that leads to repetition and differentiation.

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 [...]

Nutrition Marketing That Reduces Food Fear

Reassure your consumers that ALL food is beneficial, or your brand could be the next to be avoided.

You’ve seen the obesity statistics, right? It’s staggering — like I just drank a whole bottle of vodka for breakfast, staggering. Based on that, you’d think my entire notion of people being afraid of food would be, poppycock. But according to her article, which used the advent of sugar-free diets to make a larger point, The Conversation’s Tara Leong insists we are indeed afraid of food, mainly because diets are, “…restrictive, with lists of ‘allowed’ foods (such as whole grains, blueberries and grapefruits) and ‘not allowed’ foods (such as white bread, bananas and raisins). This inadvertently promotes a diet [...]

Nutrition Marketing for a Supercharged Demo

Instead of just handing out samples, figure out what’s confusing your potential consumers at your demos — you’ll start winning loyalty right then and there.

Yes, the number one rule of marketing any food brand should be: Get it in people’s mouths. But with so many new brands, with new claims and new miracle ingredients, I’d argue, when you get someone to taste your product, you’re only taking the first bite out of the overall problem. And that problem is, people are more confused than ever about what to eat. So let’s look at some ways to make the lowly demo demonstrate a greater ROI. Why? The demo is the near-perfect time to make a personal impression on a potential consumer It’s also a [...]

Nutrition Marketing That Wins Hearts Through Minds

Consumers hear and know enough to make them skeptical about everything. But a little explanation turns that skepticism into love.

“I know enough to be dangerous.” When it comes to today’s food consumers, truer words were never spoken. Here are a few things they “know.” Organic is automatically good, even if it’s from a country with questionable organic standards Any new ingredient (i.e. adaptogens) called out on the front of a package is good — got to have that Some ingredients, buried on the back panel — specifically for this story — guar, locust bean and other “gums” are weird and bad, causing certain brands to get extra credit by saying, we don’t use those nasty gums All of [...]

Six Nutrition Marketing Steps to Help You Get Full Price

Help consumers see a relatable difference between you and the guys sitting next to you, and get in the cart even when you’re not on deal

Yeah, I know, you have to go on sale from time to time — retailers like to show value to their customers and guess who pays that freight? Yes, your brand. But this story isn’t about how not to go on deal, it’s about how to keep velocities high when your competition’s price gets slashed. Here are my six tips for getting what you’re worth, even when the other guy is on deal, working backwards from the shelf: One — Dissect the competition’s packaging: Find the gaps where those other brands are blowing it by consumers — then go [...]