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 That Makes the Truth Easy to Swallow

Your food brand has to decide between truth and spin, between helping people and only helping yourself — take a page out of The New Primal’s book if you’re deciding on the former rather than the latter.

There’s never been a better (or worse?) time for content. Anyone with a url or social media account, including me, can churn the stuff out. But ever since I met them at Expo West 2018, the guys at The New Primal have helped keep this wanna be wanting to help. They know I need to make a living, but they’ve engaged with my dumb little blog, never categorizing me as a guy trying to make a sale. What’s the point? It’s simple: their people-ness is the same as their brand — honest, helpful and just damned nice. Look at [...]

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 Your Nutrition Brand like a Family

If you created your food brand out of a personal need to help people, why market to them like strangers with wallets? Give everything the family touch, then keep that family together.

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

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 [...]

Nutrition Marketing That Turns Lemons into Lemonade

When you’ve found the passion that drives a great brand story, don’t dilute it. Instead, let it be a part of everything you do, internally and externally.

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)

What your marketing department should really be talking about when it comes to EVOL Foods.

“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

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 [...]

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 [...]