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Healthy Food Marketing: The Battle of The Yogurt Brands

Yogurt is creamy, irresistible, and totally ruthless. That’s right, the yogurt aisle has become a battlefield.

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wholefoods

Healthy Food Marketing: Is The Health Food Store King Being Dethroned and can other marketers learn from it?

As a Whole Foods Devotee, it pains me to write this, but it’s a good marketing lesson.

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SawtoothHummus

Healthy Food Marketing: The Irresistible Chickpea

When I was a kid, I thought chickpeas were “old lady food.” My grandmother always put them on her salads at the salad bar. How things have changed. Hummus has become a staple in my diet and my fridge. And it’s not just me, America loves hummus. This didn’t happen on its own. Chickpea marketers brought this tiny bean to the United States and catapulted it into an ever-expanding industry.

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costco

Millennial Parents and Club Stores: An unlikely love story

By now you know millennials are obsessed with locally sourced, hand crafted and artisanal brands. So it makes perfect sense that they love… Costco?! It’s surprising and true. Whether it’s Costco, Sam’s Club or BJ’s, the generation that’s redefining shopping and retail “are on the rise at clubs.”

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genz

Healthy food marketers: Time to get to know Generation Z

As marketers, we all know we need to keep learning about millennials. But now is also the perfect time to start focusing on Generation Z. Especially for those of us targeting the health-conscious. Generation Z has a whole new relationship with food and cooking for them isn’t a have-to, it’s a want-to. If your brand […]

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2017.2.27_wonderwoman

Irresistible insights from 3 Women CEOs

As I settle into my new role as CEO of Sawtooth, you better believe I’m watching and learning from some of the top female CEOs in my favorite part of the industry, food and wellness. These women are much more than CEOs. They’re disruptors: they’re transforming the way consumers experience their categories. They’re forging new […]

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2017.2.21_almonds

Healthy Food Marketing: The Irresistible Almond

Almonds. Feels like they are  everywhere and in everything. So it’s no surprise that they’re consumers’ favorite nuts to snack on, according to a survey conducted by the Almond Board of California. The almond industry has clearly tapped into some genius marketing insights. And for you, marketers, I dug into that success to uncover insights […]

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2017.2.13_Ifactor_blog

What makes a brand truly irresistible? You might be surprised.

Chop’t, Aleve, So Delicious, RiteAid, Happy Baby/Happy Tot, Larabars, Polar, Nutella, Baskin Robbins, Goldfish, Snapple. What do these brands have in common? High consumer knowledge and the highest I-Factor™ scores in their category. I love figuring out what makes a brand irresistible. It’s not just cool (which it is), it’s crucial. It’s information a brand […]

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2017.2.7_LegacyBrands_Startups

What can legacy brands learn from entrepreneurs?

Everything about consumers and brands is changing. The way we communicate, the way we shop, the way we spend our time and our money.   We live in an age of Uber, Airbnb and Amazon. It used to be Yellow Cab, Marriott and Walmart. The times they are a changing. This is the season of […]

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