Author: Kristi Bridges

Healthy Food Marketing: How did Rosé go all the way?

The Skinny on Rosé Marketers, did you know that Rosé is a confirmed “Certified Food Trend” by the beloved Millennial news source, Refinery29? This isn’t just a wine, it’s full fledged phenomenon. Rosé infused cocktails, Rosé themed t-shirts and purses, and foods are flooding the hearts and minds of consumers. Rosé is made when red grape skins touch the wine for a short time, creating  the incredibly lovely pink color that has Rosé everything flying off the shelves.. This is a trend that marketers might want to keep in mind as we enter the season of Rosé. So What’s...

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Why is coffee so Irresistible? What Healthy Food Marketers need to know.

Most people who know me know I love my coffee.  I think about it the moment I wake up and soon as I put my cup in the sink, the countdown begins to my 3 o’clock cup. As more and more research pops up about its health benefits, I feel even better about my love affair with coffee. Seeing where the coffee market is headed is pretty remarkable. And I’m telling you, marketers, you need to tune in here. Because the percent of Americans drinking coffee, especially gourmet coffee, is on the rise. There is so much that other...

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What Made Whitewave so Irresistible to Danone?

You probably already know that Danone just acquired Whitewave, the plant-based, non-dairy enterprise. Our office was abuzz over this news, because we had just literally finished our benchmark studies of Whitewave’s Silk and So Delicious. Danone strikes consumer gold Why would a dairy giant be interested in acquiring a non-dairy giant? Because they’re in tune with what consumers want. The non-dairy category was created for people with intolerances. But now these products have become SO mainstream that most of its consumers are choosing plant-based and dairy-free because they believe it’s a healthier option. Sales of “free-from” products like non-dairy...

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Healthy Marketing Lessons from the Elite Fitness World

Group Training is super trendy and getting trendier. People love it. And it’s not just SoulCycle. Innovators like Pure Barre, Orangetheory and CrossFit have added to the already Irresistible community class category. These brands turn consumers into “Groupies.” They turn marketing into full-on lifestyle inspiration. Marketers, if you want lessons that can help your brand experience the unparalleled consumer loyalty, get ready to learn. Here’s what the health and wellness elite are doing right now.  SoulCycle took a spin class and turned it into an uplifting experience with great music and a passionate instructors. Students in the class work...

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Health Food Marketing: Tea is HOT Right Now

It’s no secret that coffee is my first love. But  right now I have a big crush on tea. And seeing the tea market explode is pretty exciting. Tea is on the rise with 15% growth in the last ten years. Marketers, here’s what you need to know about this hot, hot trend. Why is tea so irresistible right now? Everything about tea aligns with the priorities of today’s consumers, especially millennials. And millennials love of tea is not new. The statistic is amazing: 87% of millennials choose tea. Why? Gone are the days of sugary drinks being number...

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Nutella vs. Peanut Butter: Will Nutella’s lead last?

Today’s consumers are getting more and more health conscious. So it makes perfect sense that their favorite spread is… Nutella?! Yes it’s true. And peanut butter brands are waging war. Read on marketers. Because this is a juicy tale of a brand that has withstood the test of federal legal scrutiny and even a public health scare (PSA: no, Nutella does not give you cancer). An I-Factor™ study revealed data that will surprise and inform. Will the love affair last? Regardless, we’ve uncovered some deep consumer insights into Nutella’s rise to Irresistibility. What’s trending? Consumers love a good contradiction....

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Healthy Food Marketing: Walmart’s Quest to Stay Relevant

I like many others, am watching Walmart closely right now. It’s not surprising to see how relentless this legacy giant is about staying relevant. Until Amazon came along, Walmart seemed untouchable. So much so, that brands approached them with reverence and even fear. While there is still a lot of that, Walmart has no choice but to look at Amazon with the same reverence. So Walmart’s watching every move as they try to play catch up to the number one U.S. retailer. Now Amazon is paying attention. As an Amazon devotee, it’s hard for me to imagine Walmart catching...

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Healthy Food Marketing: Reviving Legacy Brands

Can you feel it? Consumers are pulling away from legacy brands. They’re following the lure of newer, sexier brands. The ones that seem to really “get” them,  and make them feel seen and heard. In this crazy, fast-changing environment, the love consumers have for legacy brands just isn’t not enough. Because in I-Factor™ study after study, one thing keeps coming through: This relationship may just be a result of longstanding habit, not a conscious purchasing decision. Although it’s a very common mistake,we marketers can’t assume consumers will love our brand just because they always have.  It’s time to create...

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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. Who would have thought little cup of dairy, could be so powerful? Marketers pay attention. There is a smack down going on between Chobani…and well everyone else. First doesn’t mean best This now commoditized category started before Greek was even a thing. Dannon, a 75 year old brand built the category. It was the first branded perishable dairy item to be sold coast to coast in the United States. Dannon introduced the Greek yogurt brand Oikos in 2010 but before that, there was...

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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. So what happens when the brand you’ve been aspiring to be for years starts to slip? ALDI, Wal-Mart, Albertson’s and Target have been taking cues from the success of Whole Foods Market for years. And now, they are actually starting to hurt the category creator. Despite its strong cult following and innovative practices, Whole Foods stores are closing and sales are down. The Washington Post reported this is the worst it’s been for the company in a decade, “its sixth quarter of...

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