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.

Grass-Fed Nutrition Marketing

Plant-based “meats” are all the rage — but guess what — grass-fed beef, pastured chicken and other humanely-raised animals are good for us and the planet. If you’re one of these brands, you need to be talking about it, like Country Archer does.

Video Transcript: Hey, it's Eric with The Digestible Brand and the new and improved 30 Second Marketing Snack. One brand, one thing they're doing that makes them digestible. Today, we're featuring Country Archer Beef Jerky. You see that right there? 100% grass-fed beef. Better for you, better for the animals, better for the planet. While these new plant-based meats are trying to help solve this problem, guys like Country Archer, The New Primal, they are too. Listen, be digestible like these guys and thanks.

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 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 Sings

What happens when food brands (or anyone) constantly sell? People not only resist, they never become truly loyal. But when you focus on delivering value instead, you can break through. Caution: food marketing rapping ahead!

Video Transcript: Hey, it’s Eric! And, I know it's another Monday and your LinkedIn is all filled up with people trying to sell you something; trying to tell you how to market your food brand for success, but at The Digestible Brand we do things a little bit differently. We believe that if we give away value, it will create long-term value for our brand and maybe we'll do business down the road together. So, we're more about information, maybe some education, some provocation, occasionally, but hopefully there's never any frustration. It kind of sounds like I'm rapping, [...]

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 [...]

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, [...]