Tag: Weight Control

Healthy Food Marketing In The Frozen Aisle

The demand for simpler ingredients continues to gain momentum. And as more consumers search for what they perceive as fresher, more natural food, they do not often find themselves in the frozen food aisle.  A problem for some health food marketers. Partly because of its association with convenience, frozen foods do not get the health halo they often deserve. But there are a handful of smart brands out to change that. Lean Cuisine and Luvo seem to be in a race to connect with the valuable health-conscious consumer who still needs quick dinner solutions. Let’s start with the relative...

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Healthy Food Marketing: Can Yesterday’s Diets Survive In Today’s World?

Healthy food marketers want to know- Is there still a place in the world for mainstream diet brands such as Jenny Craig, Nutrisystem and Weight Watchers, as consumers who used to call themselves dieters instead identify as health-conscious?   That’s a question these tried and true brands are asking. And here’s the question that I’m asking: Is a celebrity spokesperson still the best way to connect?   Marie Osmond for Nutrisystem, Kirstie Alley for Jenny Craig and now the spokeswoman of all spokeswomen-Oprah for Weight Watchers? Is it possible for the “Oprah Effect” to return Weight Watchers to its...

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Healthy Food Marketing: Health-Concious Millennials Crave Community

Everyone in healthy food marketing knows that Millennials are health-obsessed and goal-oriented, and being part of a bigger fitness community keeps them inspired and on-track.   Every day it seems that there are more and more ways to do that. The days of secret dieting and personal fitness plans are becoming a thing of the past. The Whole 30 diet is just one of many examples when it comes to eating plans.   Despite all the super-tough restrictions that are part of this plan, it has an incredible Millennial following. More evidence that they are serious when it comes to...

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Healthy Food Marketing Trend: Functional Snacking

While the growth rate of traditionally indulgent snacks is slowing down, sensibly indulgent products including those with perceived health benefits continue to rise. Just look at what’s available in the least healthy places you can imagine buying snacks, convenience stores and airports, and you’ll know what your consumers are looking for.  Healthy food marketing needs to pay attention.   Gone are the days when snacks only needed to be yummy and get you from one meal to the next. Today’s snackers are looking for treats with benefits (think functional beverages).   Will this help me sleep better? Will it be...

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Indulgences Like Chocolate Don’t Have To Take a Back Seat When Marketing Healthy Food

If you’re a brand that is often considered unhealthy in this increasingly health-conscious, calorie counting population, you may feel a little stressed. But the truth is, no matter what consumers intend, it’s unrealistic to assume that they will eat completely healthy 100% of the time. According to the “80/20 rule”, if you’re healthy 80% of the time and not so healthy 20% of the time, you are on the exactly right path (unless of course you are on a very restrictive diet). So if your brand falls in that 20%, not so healthy place, you still have a chance...

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Marketing Healthy Food: The fight against excess sugar

  Marketers could learn a lot from yogurt brands like Siggi’s and Blue Hill. Not just what they are saying, but what they are doing while marketing healthy food. It’s pretty radical. These two brands are just a couple of the brands on a mission to retrain American taste buds. They are helping people to realize that their bodies don’t need near the amount of sugar they’re eating now. Both brands have been successful by being clear about what they stand for. Siggi’s is already making a huge impact in the category. Their tagline is simple and direct and...

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Is the Alkaline Diet here to stay in Healthy Food Marketing?

From Atkin’s to the Zone Diet, diets come and go both in media and consumers’ minds, but as we’re all aware, not all diets are created equal. Some gain traction and go from diet of the day to movement, and as brands, it’s critical that we realize the importance of being a part of that movement when appropriate. So let’s talk alkalinity. For starters, the body’s levels of acidity and alkalinity fluctuate from acidic in the stomach to alkaline in the blood. Proponents of the Alkaline diet believe that through the consumption of many fruits, vegetables, legumes and lots...

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