How Eat Real Pivoted from Health Messaging to Taste-Focused Marketing for Snack Success

Summary

The article discusses how Eat Real, a healthy snack brand, struggled despite having genuinely better products made from pulses and grains. The brand initially focused on health messaging but found that 'virtue doesn't shift crisps' - consumers weren't buying because of health claims. The brand pivoted its strategy to focus on taste and enjoyment rather than health benefits, which led to increased sales. The key lesson is that in wellness branding, emphasizing pleasure and taste often works better than emphasizing health virtues.