HERE to read “Stop marketing products as ‘guilt free.’” My favorite line: Guilt is not an ingredient.
The fact is that the pandemic has made consumers more aware of not only where food comes from, but also how it comes to be. As Monica writes, “Food choices are not a measure of one’s virtue. Cravings do not indicate weakness. Ordering a salad rather than a burger does not confer moral superiority. There are numerous ways to highlight a product’s potential health benefits, identifying measurable attributes consumers may care about, such as high-fiber, low-sugar or gluten-free.”
Those attributes are made possible by food science. Guilt is studied in the scientific field of psychology.
“Even in this era of real and clean foods, there is global acceptance of science in the food supply,” according to HealthFocus International. “Consumers want more from their foods and beverages, and added nutrition and health benefits to a product through the use of unrecognizable ingredients is driving this broad acceptance.”
That’s right. The use of unrecognizable ingredients might just be acceptable, but what is key is likely explaining the science behind the ingredient, including where it comes from, what it does and why one should be consuming it. To build better dairy foods we need to better communicate the science.
Research from HealthFocus International shows that 63% of consumers are willing to accept scientific and technical improvements to foods and beverages if they provide desirable benefits and 57% believe processed foods and beverages can be made healthier.
The reality is that convenience often means processed, and convenience is not an attribute that most consumers can afford to discount in today’s hectic and uncertain world. I write this after media has been reporting on a recent study from Ohio State University showing that highly processed foods harm memory in the aging brain. (Brain, Behavior and Immunity, Volume 98, November 2021, pages 198-209)
- Alexandre Family Farms: fourth-generation California dairy farmers with functional brand extensions for liquid milk, powder and yogurt focused on properties for anti-anxiety and gut health.
- Boba Guys: trendy tea brand Boba Guys, with 15 brick and mortar locations in California, is developing a bottled milk tea latte with key nutrients, vitamins and caffeine to optimize performance and recovery.
- Churn: the pioneer of chef-crafted, health-conscious, flavor-driven grass-fed butter, Churn is bringing innovation and education to the dairy industry with flavored butters meant to empower elevated cooking at home and inspire the happiness that comes along with it.
- Kefir Lab: Kefir Lab takes kefir and makes it more effective with organic milk cultured with 24 live and active potent protein strains for a bottled kefir that boosts immunity, metabolism and brain health.
- Nightfood: Nightfood ice cream delivers great taste for those nighttime cravings and a sleep-friend nutritional profile to help promote quality sleep.
- Positive Chemistry: a dissolving pouch that melts in the bath, releasing a bubbly, fizzing mixture of real milk and salts to promote recovery for skin, muscles and the soul. A hidden exfoliating sponge with a message of positivity is designed to float to the top of the bath.
- Rizo Lopez Foods: award-winning and family-owned, Rizo Lopez utilizes Old World recipes and traditional techniques for their Ready2Go Whey products derived from a specially processed whey protein concentrate for a creamy, delicious and gut-healthy drink.
- ReThink Ice Cream: low-sugar, stomach and diabetic-friendly ice cream that is infused with fiber and sourced from lactose-free A2 dairy, ReThink Ice Cream is a decadent source of natural nutrition.
- Sweetkiwi: founded by a McKinsey 2021 Black Executive Leader and certified cultured dairy professional, Sweetkiwi makes whipped Greek yogurt that is low in calories and high in nutrition. Sweetkiwi pints are under 320 calories and formulated with fiber, protein and probiotics for better gut health with fewer calories.
- The Indian Milk & Honey Co.: sugar-free probiotic lassi with Ayurvedic immunity supporting herbs and spices, that also support mental clarity, in an environmentally friendly carton.
- Top O’ the Morn Farms: A California-owned dairy farm with an expansive line of fresh products, Top O’ the Morn’s Cow-Pow chocolate milk is a clean-label, pre- or post-workout beverage fortified with whey protein isolate and natural caffeine.
- Wonder Monday: a 2020 RCM Snackcelerator finalist, Wonder Monday returns with a new protein keto cheesecake snack bar with 10 grams of clean protein to indulgently refuel.