What does “better-for-you” really mean? Gluten-Free? Flavor…free? Filled with nutrients? In the world of food brands, some are playing it safe while others are breaking the mold. Our own Gail Sanders, Associate Strategy Director at CBX, breaks down how each type of brand is shaping the future of “better-for-you” (BFY) options in her latest article for MediaPost. Gail shows us how the OG brands lean on trust and familiarity to meet BFY demands, while “Challengers” bring the energy, pushing boundaries and redefining what “better-for-you” really means. Together, they’re creating a marketplace where consumers can have it all—cutting-edge options alongside beloved classics, all with BFY values baked in. Read Gail’s full take here: https://lnkd.in/gaWUWaf7 OG brand loyalty or “against-the-grain” challengers… Which approach do you think is driving BFY forward? Let us know below ?? #marketing #branding #branddesign #packagingdesign #cpg
Aleasha Bahr
4 个月
Great breakdown on the evolving BFY landscape.
Harry Maguire
4 个月
Nice take, Gail Sanders. Personally, I'm a fan of the innovations coming from BFY brands, both product and marketing-related. And the market is better for consumers when it's competitive, as I think you point out in the article, so I hope the OGs are ready for some fight. I think they've earned it by neglecting the demand for BFY options until competitors came knocking with products consumers largely prefer. Call me insane if you must, but I'll skip the Coca Cola Oreo for now.
Creative Content Strategist
4 个月I feel like there’s a place for both! I’m intrigued by new products and packaging bc then I get to discover new faves (Spudsy sweet potato puffs – I’m looking at you ;)). But I LOL’d at the Frito-Lay Tostitos mention bc I recently requested a visiting friend to bring “Real chips, with SALT”