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’s Less Evil in Every Way

There’s never been more competition in the “healthy snacking” space. That means, you need to be truly, honestly different — from your story to everything that backs it up. Lesser Evil has some lessons for you.

I LOVE Lesser Evil Paleo Puffs — especially the “No Cheese” Cheesiness variety. Apparently, lots of people feel good about every variety of the brand’s miraculous grain-free extrusions, since, whenever I arrive at what’s become my favorite Whole Foods facings, it looks as though some enormous, puff-loving creature has taken a swipe through the entire set. And the good goes so far beyond the stuff in the package. So pull open a bag and let’s dig in to everything that makes Lesser Evil so much less evil: Their story goes beyond what’s become trite (albeit true) and commoditized storytelling [...]

Nutrition Marketing That Gets by Giving

You should definitely use your brand to help people during natural disasters, and as Kraft demonstrates, during a prolonged government shutdown. These things are kind — and they result in consumer loyalty. But why wait? Make every day a way to give something MEANINGFUL to your consumers and see how much you get in return.

Skeptics will look at what Kraft is doing (and what I’m doing by writing about it) and say, “Oh, they’re just trying to get people to buy more of their products.” I say, “So what?” We’re all in the business of persuading consumers to buy our stuff, which means we’re all looking for opportunities to stand out. And thankfully, opportunities like this don’t come around every day. So while Kraft is putting itself out there to help an estimated 800,000 people/families affected by this government shutdown — and now, asking other brands to pitch in, what could this awful [...]

Nutrition Marketing with Heart and Soul

With all the competiton in the natural channel; with all the authentic brands getting gobbled up (and in many cases, ruined) by Big Food, it’s never been more important to make your consumers FEEL something. BeeFree gets that part, and other parts, right.

The folks at BeeFree reached out, asking if I’d like to try their products — what followed was a BIG box of their Warrior Mix and the offer of more. Could my miniscule blog help them? I don’t think they really cared — maybe they were simply being, as their name suggests, sweet. The story is authentic and human. Jennifer Wiese’s oldest son had just been diagnosed with Autism. And while these kids are said to be “on the spectrum,” I’d imagine Jennifer and her husband were too — on an emotional spectrum between disbelief and desperation. Jennifer decided [...]

Nutrition Marketing for Creating a Household Name

This authentic Mexican-American brand is finding success on Whole Food’s top shelf. How did they get here, what does the future hold for grain-free Siete, and how can you apply it all to your brand?

When Veronica Garza found out she had a grain-intolerance, it meant more than missing out on certain foods, it meant losing part of her culture. As a Mexican-American, tortillas were front and center in her family’s kitchen. Suddenly, tacos, enchiladas, fajitas and burritos were off that table. Par for the course in CPG world, the family of seven (“Siete,” get it?) decided to create a grain-free tortilla — and well, you can guess the rest. The result was something that demanded to be shared, big time. Here are a few ways Siete grew their newly-invented family of products into [...]

Nutrition Marketing Without All the Suffering

If you want people to truly understand (and yes, love) your brand, find a unique story that creates an advocacy position for your consumer, connect that story to everything you do and suffer a whole lot less to succeed.

Let’s get a little boozy with Sufferfest, a line of beers that’s different because they’re “Celebrating Athletes.” Great line. First, it says exactly who the brand wants to be for. Secondly, it says it’s for athletes who are celebrating super hard workouts. So what’s Sufferfest doing really well? They know why they started this brand, and who they started it for. When you put your consumer at the center of the story, you make people feel special — people like that. They have specific reasons to believe. Their beer is “Crafted to remove gluten.” They likely know a lot [...]

How Smart Nutrition Marketing Built the “Millennial Snack Brand”

Hippeas makes their massive growth look easy peasy. Here’s how they hacked the system, and how your brand can do the same.

Peas are having a moment. Not those green things you used to push around your plate. These Snackaprenuers have discovered how to puff up peas into a delicious crunchy snack (and they’re better than Cheetos). A few months ago, I wrote about Harvest Snaps, a pea-based snack product with a big focus on health. Today, I’ll be taking a look at another popular pea-based brand that takes a different approach. Chickpea-based Hippeas, preaches peace and love — as in peas and love. You probably first spotted these bold bags at Starbucks. That’s because they were launched as part of a [...]

Nutrition Marketing Fodder: Six Foods That Could Be the Next Avocado.

What will be the next big “It” food? Here are my predictions. What could these unsolicited opinions do for your brand?

Hey, remember when avocado was just that weird, mushy green stuff you’d find on your sandwich when you ate at your healthy friend’s house? Now, we’re spending $10 to have the neighborhood coffee shop spread it on toast. When did that happen? From the Avocadossance to the Kale Boom to Cauliflowermania, overlooked fruits and vegetables are always taking turns as the new “It” foods we nutrition-obsessed Americans can’t seem to get enough of. Exactly why these foods blow up when they do is anyone’s guess, but betting on what’s next is fun. So, without further ado, here are six [...]

By | 2019-02-12T23:37:59+00:00 November 19th, 2018|Brand Positioning, Branding, Marketing, Trends|0 Comments

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 [...]