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 Slows down to Move Faster

I know, you’re going a million miles an hour, trying to build your food brand; trying to beat competitors to the punch. But so are they — and they’re missing things. So in this edition of #thethirtysecondmarketingsnack, I want to spend half a minute talking about that. Slow down, move faster and win.

Video Transcript: Hey, it's Eric with the 30 Second Marketing Snack, one tip to help your brand grow. Today we're featuring UnReal. All right. Slow down to move faster. Think about all the things your competitors are moving too fast to ever do, like building the ultimate retailer support program, getting to know your consumers better like I've talked about, finding a deeper, emotional way to tell your story. Do all that. Slow down a little bit, man, and you will win. All right. Be digestible, and thanks.

Nutrition Marketing to Skratch the Guilt-Free Snack

Lots of us talk about our products being a “guilt-free” snack. But come on, people have bigger problems than that. In this edition of #thethirtysecondmarketingsnack I’ll provide some inspiration for talking about those higher order emotional benefits you can provide. Do it. You’ll gain loyalty. Besides, you won’t be saying what everyone else is saying — differentiation!

Video Transcript: Hey, it's Eric with the 30 second marketing snack. One tip to help your brand grow. Today we're featuring skratch. Listen, your consumers have bigger problems than needing a guilt-free snack. They're overweight. They can't sleep. They don't move very well. Some of them can't even poop, okay? You need to figure out which of those higher order life problems your brand could best solve. Even if you have to go beyond the product, and you should, and talk about that all the time. It's way better. All right. Be digestible. Mm, and thanks. [...]

Nutrition Marketing with some Sweet Advice

Sell, sell, sell, sell, sell. That’s all consumers see from most food brands — but what if you took your foot off the gas a little? You’d show the consumer you have respect — and you’d show some confidence too. This Thirty Second Marketing Snack features Smart Sweets and some sweet advice from Bob Moore of Bob’s Red Mill.

Video Transcript: Hey, it's Eric with the 30 Second Marketing Snack: One Tip To Help Your Brand Grow. Today, we're featuring Smart Sweets! I heard a cool quote the other day from Bob Moore, founder of Bob's Red Mill. He said, "I don't sell products. I offer them." I just thought, "That is such awesome advice for all of us to follow." Instead of: Sell, sell, sell, sell, sell all the time, let's slow down, show our consumers some love and care, and it'll come back at us. So, be digestible ... Hey, little bear! And thanks, sweet! [...]

Nutrition Marketing That’s “For” Not “To”

We all want to sell, but in the excitement to get people to buy your product, you might be missing the best way to get people to want your brand — speaking on behalf of their higher order emotional problems. Have a look at this video and see how these thoughts might apply to your brand.

Video Transcript: Hey, it's Eric! So today I want to cover something that I call the difference between “talking to your consumer” and “speaking for your consumer.” Now, talking to your consumer is telling them stuff that you think they want because it's hot. And I'm talking about the non-GMO, the gluten-free, all the free from nonsense. I know this stuff is important, but I call it nonsense because no one's really making sense of it for people. I mean let's think about the deeper emotions that go along with wanting these sorts of things. Let's talk about [...]

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 [...]

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 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 [...]

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 [...]