?? How "The Whole Truth" clocked 125% growth in revenue by listing every ingredient on their product labels

We all know about the recent case of Cadbury’s Bournvita, which had to reduce the sugar content in its ‘health drink’ by 14.4% following a social media outrage led by health influencer Revant Himatsingka (Food Pharmer) .

Makes us wonder - do we really know what's in our food? So did Shashank Mehta and his quest for honest food labeling led to the creation of The Whole Truth Foods .

The Problem with Misleading Food Labels

Many brands use misleading labels like 'low fat', 'no sugar' and 'natural' to disguise the true nature of their products.

• "Low Fat" often means high sugar. To compensate for the lack of fat, manufacturers add sugar or high-fructose corn syrup.
• "No Sugar" frequently involves the use of artificial sweeteners like aspartame or sucralose, which have their own health concerns.
• "Natural" label is often vague and unregulated, allowing products with minimal natural ingredients to be marketed as healthy.

Shashank Mehta's Journey:

Shashank Mehta experienced the frustration of misleading labels firsthand. Struggling with weight & health issues, he found that many "healthy" products were anything but healthy. Frustrated by the misleading claims on food labels, he started a blog called "FITSHIT" to expose the deceptive marketing practices in the food industry.

The blog quickly gained traction, resonating with readers who shared similar frustrations. This growing community of health-conscious individuals motivated Shashank to take his mission a step further

How "The Whole Truth" is changing the Game?

The Whole Truth targets health-conscious, tier-1 urban professionals by offering premium, clean-label products that fit their busy lifestyles and nutritional needs.

What sets The Whole Truth apart? Let's find out -

1. Radical Transparency

Ingredients Front and Center - The Whole Truth brings the "back of the pack" information to the front, ensuring consumers can easily see what's inside without needing to read fine print.

2. Clean and Honest Products

• Protein Bars - Made with dates, almonds, and whey protein, without added sugars or preservatives. This contrasts sharply with conventional protein bars that contain high fructose corn syrup and artificial flavors
• Dark Chocolate - Sweetened with dates instead of refined sugar, supporting sustainable cocoa farming practices.
• Whey Protein - Sweetened with Monk Fruit (natural 0 Calorie sweetener)

3. Educational Campaigns

• ‘Healthy’ Food Vs The Whole Truth Campaign - calls out misleading practices in the food industry and educates consumers on making informed choices.
• The Whole Truth of influencer marketing - a quirky take on how influencers would promote products without even trying them.
• The Whole Truth Academy - weekly BS free, in-depth article about food & fitness. The aim is to educate readers, and not market the products.

4. Tackling Protein Deficiency in India

Education

The Brand is educating consumers about protein deficiency in India, where a significant portion of the population (specially in women) lacks adequate protein in their diets. Their aim is to educate Indians about whey protein and bust myths surrounding protein powder. (LinkedIn)

Whey Protein: Redefining Clean Supplements

Their whey protein quickly became popular, reflecting the growing demand for clean-label products. In a market where many protein supplements contain up to 30% fillers and artificial additives, The Whole Truth’s product offers a refreshing alternative.

5. Building Trust Amid Challenges

Cocoa price increase- up by 25% over the past year. Instead of quietly increasing prices, Shashank Mehta took to social media to explain the reasons behind the price hike.

6. Love by Fitness Personalities

Rather than paid celebrity endorsements, The Whole Truth relies on genuine recommendations from fitness enthusiasts and influencers who use and trust their products

7. Stance Against Fake Reviews on Amazon

Shashank Mehta has openly criticized the practice of fake reviews on platforms like Amazon, highlighting the importance of genuine customer feedback. By focusing on their own website and maintaining control over customer interactions, The Whole Truth ensures authentic reviews.

8. Creative Copy & Packaging

The brand's copywriting is bold, transparent, and engaging, reflecting their commitment to honesty. The packaging is designed to be straightforward and minimalist, avoiding flashy designs or misleading images. Some of their packaging includes QR codes that consumers can scan to learn more about the product, the sourcing of ingredients, and the company’s ethical practices.

Impact and Consumer Response

The brand has grown its Instagram following from zero to over 255k in a few months, driven by organic engagement and authentic content.

Their commitment to transparency has resulted in a customer retention rate of over 85%, even amidst price hikes due to the global chocolate shortage.

Future plans for the brand

Grow offline channel - 80% of their sales are still online, across quick commerce, marketplaces like?Amazon, and their own website. They intend to grow offline channels aggressively now. The brand aims to be Rs 200-crore ARR company by the end of FY'25. (Financial Express)

Source - Financial Express, Your Story, Economic Times, The Whole Truth Website