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 Goes One Better

We’re up to our necks in fancy packaged food with tricked up ingredients — that’s cool, but sometimes you can make a splash just by one-upping the ordinary. Superseedz does that for the lowly, miserable pumpkin seed. What could you do?

Transcription: Hey, it's Eric with The Digestible Brand and the new and improved Thirty Second Marketing Snack; one brand, and one thing they're doing that makes them digestible. Today I've got SuperSeedz. They took pumpkin seeds, which are either gross when you do them yourself, or just boring, and they made them cool, with great flavors. They didn't trick them up with some miracle ingredient, and that's what I'm saying here, you don't really have to. Sometimes it's just good to take a simple thing and make it better. So that's it, be digestible like SuperSeedz, and thanks. [...]

By | 2019-07-08T20:14:33+00:00 June 17th, 2019|Influencers, Marketing, Research, Trends, Video|0 Comments

Nutrition Marketing That’s Worth Its Fiber

Why are people gobbling and gulping down probiotics? Maybe it’s because they’re not pooping — and maybe they’re not pooping because they’re not getting enough fiber. It’s a simple thing, but super important. And Beanitos is giving us all a tasty way to get it. Enjoy.

Transcript: Hey, it's Eric with The Digestible Brand and the new and improved Thirty Second Marketing Snack. One brand, and one thing that makes them digestible. Today, I'm featuring Beanitos, and the reason is right here. Fiber. Fiber is something that not enough people get enough of, and so you should be talking about the importance of fiber even if you're not a high-fiber brand. It'll make people feel better about you, and it'll increase loyalty. All right, so. Be digestible like Beanitos. And thanks.

By | 2019-06-13T17:47:51+00:00 June 10th, 2019|Brand Positioning, Influencers, Marketing, Trends, Video|0 Comments

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 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 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 Mashes it Up

Conagra’s CEO Recently Complained of Disappointing Innovation, but After Buying Pinnacle Foods, the Brand Has a Million “Mash-Up” Opportunities. How Can Your Brand, Big or Small, Use This Crazy-Cool Concept to Create Something New Without Going Back to the Drawing Board Every. Single. Time?

Video Transcript:  Hi, it's Eric. At The Digestible Brand, we believe if you can reduce food confusion, you can increase loyalty and stop being a commodity. Now, on LinkedIn the other day I shared an article about how Conagra, which has bought Pinnacle Foods for $10.9 billion was closing Pinnacle's Boulder offices. Now, that's really kind of bad. But, within the article the president and CEO of Conagra, Mr. Sean Connolly, not Connery, was quoted as saying he was disappointed in the innovation efforts of Conagra. Mr. Connolly, not Connery, I would respectfully say you've already got innovation [...]