The definition of “healthy eating” has long been highly subjective, and the answer depends on who you ask. However, many iterations were prescriptive, narrow, exclusive, and sometimes even culturally offensive. But heading into 2024, health food brands are prioritizing a more open-minded and enjoyable approach to eating, without having to measure macronutrients or buy super niche, expensive ingredients. Rather, it is food that values simplicity, comfort, and legitimate function above all else that is taking over our plates.
This approach to healthy eating by wellness-oriented food brands is notable for meeting consumers where they are and taking into account what their priorities are. According to YPulse, a youth intelligence research company, almost 80 percent Percentage of Americans between the ages of 13 and 39 believe wellness is “anything that makes you feel good.” 90% agree that health looks different for everyone and is constantly changing. With the recent rise of “nostalgia food” centered around joy and comfort, brands are now realizing that comfort and joy can come from simple, nutritious ingredients.
“We understand that today's consumers are highly conscious about what they put in their bodies and want transparent, nutritious products that have a positive impact on the world. “And we are happy to meet them where they are.” jesse merrillCo-founder and CEO of good culture“Our theme from the beginning has been to reimagine a stagnant category with delicious, responsibly sourced products, with a focus on basic, nutritious ingredients.” Good Culture , through its lean yet pop packaging that calls attention to the fact that cottage cheese contains 14 grams of protein per serving, has no added sugar, and is cultured to promote digestion. , conveying feelings of comfort and pleasant nourishment. We make good things even a little better is the first line of a brand's website. Despite offering similar nutritional benefits as other long-standing competitors, Good Culture's fresh look and to-the-point nutritional claims in its branding make it difficult for anyone to know whether a product is good for you or not. I don't have any doubts either.
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Today's consumers are highly conscious about what they put in their bodies and are looking for transparent, nutritious products that have a positive impact on the world.
Jesse Merrill, Good Culture Co-Founder and CEO
“Branding is not about aesthetics; it represents our team's dedication to transparency, quality, and sustainability,” says Merrill. And it worked, with the company's sales in 2023 increasing 81% year over year, and Whole Foods' sales increasing 111% in October alone. “That's why Good Culture has been at the forefront of the pivotal change for years to embrace simple, nutritious and comforting foods like cottage cheese,” he says. Merrill says we can expect more fun flavor drops and additions to its lactose-free product line in 2024, while Good Culture's product development team continues to develop its core items, nutritious and delicious cottage cheese without the frills. The company has hinted that it will focus on the quality of its cheese. delicious.
Functional comfort food boom (“functional foodHere we refer to anything that provides health benefits beyond basic nutrition) is growing whey, er. Method Beyond cottage cheese. Take the breakfast food category as an example. There, new entrants are focusing on offering products with more plant-based protein, less added sugar, and fewer ingredients overall than many popular branded cereals. It's working. Exactly Elizabeth Obtained $50 million in funding In 2022, we expanded beyond plain granola to include oatmeal, cereal, and value-sized packaging options, including granola made with recycled and certified organic coconut sugar and coconut oil. October saw the debut of Magic Spoon, a high-protein cereal brand known for its bright, bold branding reminiscent of the '90s.launched the line After raising $85 million and launching in more than 6,500 retail stores last February, the company began selling its nutrient-rich, low-sugar, grain-free Crispy Rice Street. Oats Overnight and MUSH, two take-home porridge brands, respectively. raised over $20 million Overnight oats are rich in protein last year.
In addition to prioritizing nutrition and branding, functional food companies also value simple, classic pleasure. In January 2024, Purely Elizabeth will launch two new cereal flavors, Cinnamon Raisin Almond and Chocolate Her Almond, at Whole Foods and online. The brand plans to launch a new line of chocolate chip, oatmeal raisin and double chocolate “cookie” granolas in 2024. “Our new recipe combines 100 percent whole grains and organic oats with ingredients like almond butter and coconut sugar to create snack-like granola clusters with a delicious cookie-like flavor and crunchy texture. “It was,” he says. elizabeth stein, Founder and CEO. Cookie granola contains just 6 grams of sugar and protein and fiber.
“Market insights and our own qualitative research show that consumers are increasingly turning to health-conscious food companies for ‘me time.’ It's an opportunity to take a deep breath, relax, and truly enjoy a delicious, satisfying snack that also contains essential nutrients. ” neil sandfort, chief innovation officer at dairy brand Chobani. Chobani is taking direct inspiration from this data and plans to launch its latest innovation, Chobani Creations, in retail stores nationwide in the next quarter, Sandfort said. “Each [yogurt] The cup is made with rich, creamy whole milk Greek yogurt, and the bottom is layered with irresistible, nostalgic flavors like Mocha Tiramisu and Bananas Foster. These are all made with natural ingredients and also serve as a good source of protein,” he says.
Market insights and our own qualitative research show that consumers are increasingly turning to health-focused food companies for “me time.” It's an opportunity to take a deep breath, relax, and truly enjoy a satisfying and delicious snack that also provides essential nutrients.
In fact, industry experts say focusing on joy and pleasure will be a winning approach for food in 2024. By 2024, young consumers will prioritize foods that make them feel “happy, relaxed, healthy and confident” above all else, according to a study conducted in August by marketing and consulting firm Ketchum. melissa kinch, President of Ketchum Food Consulting Company. And to gain an added advantage, brands must be willing to be vulnerable and ask for feedback to foster trust.
granola brands Tom's Perfect 10 is a company committed to fostering a feeling of community, communicating the joy of healthy basics, and involving our loyal fan base in the product development process. All of this is critical to the company's success. tom banisterThe CEO and freelance creative director of Tom's Perfect 10 launched his brand in 2020 during the pandemic. That's when he found himself spending hours baking granola at his home with his three children and his wife. Eva Chen, Director of Fashion Partnerships at Instagram. Honing the granola recipe was a source of comfort and joy for the family during dark times, Bannister said. This is evidence of the powerful way food and taste connect us.
When launching the brand, Bannister incorporated community engagement and feedback into the business model. He started by polling his and Chen's shared social media followers (more than 2 million) on Instagram for ideas on flavors and granola ingredients before professionally packaging and selling them. By its launch in October 2020, more than 17,000 people were on the waiting list for Tom's Perfect 10 Granola, excited about a product they've never tried before and finding a food that consumers feel connected to. It shows how actively invested you are in your brand. Today we have two main flavors plus (ginger zing and classic), Tom's Perfect 10 offers one highly popular small batch flavor drop per month. The lucky purchaser of a limited edition granola bag (don't miss December's Peppermint Brownie) will also receive a scorecard rating their taste on his 10-point scale across six categories, including flavor and creativity. Once a monthly flavor sells out, it's gone forever, but flavors that receive a perfect 10 rating become permanent staples. To date, Tom's Perfect 10 has released 36 flavors each month and collaborated with brands like Uber and Tony's Chocolonely.
“We’ve all been through a lot over the past few years,” Bannister says of the inspiration for incorporating community feedback into the brand’s business model. “With life in perspective, people now want to get more pleasure from their culinary choices. Flavor, healthy indulgences, experiential dining, unusual combinations, creative recipes, and more. I want surprise and joy in my food.'' Tom's Perfect 10 also relies heavily on social media to engage with customers, but Tom's Perfect 10 says that a picture-perfect Instagram aesthetic is not a priority. I pointed it out right away. “Our focus is on flavorful, delicious, good-for-you granolas that stand the test of time,” says Bannister.
“With life in perspective, people now want to get more pleasure from their culinary choices. Flavor, healthy indulgences, experiential dining, unusual combinations, creative recipes, and more. I want surprise and joy in my food.”
Tom Bannister, Tom's Perfect 10 CEO and Founder
In 2024, other brands will also be catering to customers who want comfortable, modern basics. Dr. Praeger's, a 30-year-old plant-based burger company, is a “prime” example. In October, launched the line Cauliflower with Cauliflower and Sweet Potato Veggie Burger specifically in response to the Plant-Based Foods Association's 2023 Unmet Needs Report. The study, which collected data from more than 60 million American households, found that the plant-based food industry will best attract new customers by 2024. Improve the taste, texture, and nutrient density of foods. “Our new crunchy plant-based burger product line gives even more consumers what they want: a vegetable-focused patty that still has a delicious crunchy texture,” he says. jenna baler, Director of Marketing and Innovation at Dr. Praeger's. She says the brand is looking forward to exploring different spaces in her 2024, aiming for perfection: “the fusion of deliciousness and vegetables.”
Delicious flavors, careful innovation, and an ethos that puts quality and comfort first are the main reasons for A-Sha Noodles' continued success, said the company's CEO and founder. Masu. Young Chan. Since its founding in 1977, A-Sha's business has been based on his patented century-old Taiwanese hand-dried noodle recipe. Each serving contains more than 10 grams of plant-based protein and fiber, thanks to whole wheat flour, the only ingredient A-Sha uses to make its noodles (other than a pinch of salt). Today, the recipe remains unchanged and the company continues to be known as “.''Popular instant ramen makerAnd collaborations with other trusted brands like MomoFuku have helped solidify that position.
“As our world and the information we receive about it changes rapidly, we find it increasingly difficult for consumers to distinguish between what is real and what is a gimmick.” Mr. Chan says. “In a culture increasingly focused on food that delivers flavor, functionality and enjoyment, we believe it is our responsibility as a company to continue to carry the light of Taiwanese cuisine to every corner of the world. ” “A-Sha” released galaxy noodle In July, we partnered with BT21 (a series of children's characters created to represent the seven members of the popular Korean boy group BTS) to infuse classic Taiwanese noodles with Sichuan spices, and the packaging features It is said to “explode with energy.” adventure. ”
What can health-conscious consumers expect from A-Sha in 2024, says Chang? In terms of quality and recipes, it's pretty much the same (exactly, exceptionally). But when it comes to vibrant branding, cultural embrace, and fruitful partnerships, the sky's the limit. “We have some big cultural moments and new products coming up, but our core values of transparency, innovation, taste and sustainability remain the same.” says Mr. Chan. In 2024, wellness-focused food brands will help usher in a new paradigm of healthy eating: food as pleasure. And we're all for it.
