Caution! It's More Information, Not Less.

One of out favorite adages is that health-conscious consumers want more information not less. They want to know what is in the food they eat and what is not in the food they eat. They want to know where it comes from, how it is made, and if it has functional benefits, how those work.

That's why we advise clients to build their healthy brand messaging around education—both about their product and the particular need-states it addresses.

Two recent news items put an even finer point on what is required of those marketing healthy brands in today's competitive health and wellness marketplace.

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Security Concern

This week’s food business headlines were pretty typical: Can Big Food buy its way into healthy brands?, Consumers focusing on wellness, balance, Legacy veggie burgers fight to stay relevant.

These stories are all about who’s making money, who’s not, and what food companies think consumers will want to eat next. Reading all of these stories, you can't help but think about the real reason for food—sustenance. People need it to live. But amidst all these headlines, amidst our food affluence, we still see food insecurity all around us.

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