There’s a lot of conversation regarding what the future holds for retailers, restaurants, office buildings, well, really just about everything. But one conversation not taking place…until now…is what consumers will view as being healthy food.
Is it plant? Is it cellular? Is it clean label? Is it local?
What’s healthy for one person may not be healthy for another. One thing I hope we can agree on is that healthy should be nutritious.
You may not be aware, but in early May, the U.S. Food and Drug Administration started a public process to update the “healthy” nutrient content claim for food labeling. Updating the term is part of an overall plan to provide consumers with information and tools to enable them to easily and quickly make food choices consistent with public health recommendations and to encourage the development of healthier foods by the industry.
FDA says that the updated nutrient content claim will be consistent with current nutrition science and federal dietary guidelines. Yet, the FDA issued a request for information and comments on September 28, 2016, and held a public meeting on March 9, 2017. I hate to break it to FDA, but what was “healthy” back then may not be “healthy” by the time they finalize the definition.
While FDA is considering how to redefine the term healthy as a nutrient content claim, food manufacturers can continue to use the term healthy on foods that meet the current regulatory definition. For more information, link HERE.
So that brings me back to the question I posed in my headline: What’s the next healthy? After all, the more a term is regulated or scrutinized, the more creative marketers get to find alternative descriptors. For a while, energy was a go-to for many marketers. Superfood, as well, but that seems to have lost some of its spunk.
“Good” is an interesting one. It’s not in product descriptors, but it is in company names, brands and slogans. These four come to mind: Good Foods Company, Feel Good Foods, Realgood Foods and Made Good.
What’s “good?” I want great!