Only 3 things matter in a healthy food product this decade

Frustration as a consumer drove me into the food and wellness industry. And regardless of supply chain, politics, technology challenges: the consumer decides which products win. This is a very good thing.

So IMO, 3 core things need to be present in a product for a healthy food company to win this decade.

1. A Buttoned-Up Ingredient List

   A clean, top-shelf ingredient list will dominate.

   Marketing jargon - like “low sugar” mean very little if the source of truth -ingredient lists and nutrition facts - show otherwise. Highlighting key ingredients to then stuff an ingredient list with fillers doesn’t cut it anymore.

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   Why? Because consumers are smarter than ever when it comes to ingredients that make them feel great.

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   So what matters in ingredient lists and nutrition facts?

   1. Nutrients coming from whole-foods, always

   2. No added sugar and minimal sugar (and caution around excessive sugar alcohols and artificial sweeteners, see #1)

   3. Low salt matters (especially in light of the staggering health concerns across our families, friends, and communities)

   4. Regenerative agriculture and ethical sourcing (where is my food grown? how is it grown?)

   5. Organic will sustain as the better choice.

   6. BONUS: Knowing how to apply nutrition facts to understand our personal protein and nutrition needs will become mainstream by the end of this decade.

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2. Food With F***ing Flavour 

   Innovation in healthy food will be led by real, whole-food combinations - not artificial additives, excess sugar, or salt.

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   Technique and continuous R&D matters. Paris’s food scene is a solid, tangential ecosystem that inspires me. Thousands of restaurants, the ones that thrive are those that master technique and flavour and constantly innovate. Healthy food companies that follow similar models will stand out.

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   Why? Because consumers are no longer sleeping on the idea that wellness is restrictive. It’s fulfilling and fun and our foods must reflect that (or brands risk being left behind).

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   And, let me touch on variety: consumers get bored of eating the same thing over and over. Period. Building agility and innovation into the business model will be crucial for executing this.

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3. Solutions Designed to Give Time BACK

   Speed matters more than ever. How easy is it to order? How long until I get it? How much time is this saving me?

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   The interesting point here is low to zero-effort products that level up our health will win. It’s the combination of improving our health with less effort. Sign me up every time.

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   Why? Because consumers have major time constraints from work, family, LIFE. We need time back for our life.

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   And what’s the root to this all? Our time and our health are our most valuable resources.

Food Companies I Fan-Girl Over Lately + A gift from one of the founders: Wellth Foods ❤️ 

Some people fan-girl over celebrities, I fan-girl over founders of healthy food companies - here’s a few companies that inspire me and get my brain going:

1. Daily Harvest - for their product innovation and speed to market (US-company)

2. Sakara - for elevating the healthy food experience (US-company)

3. EVOLVED - for building a f***ing delicious hazelnut chocolate only using monk fruit extract (US-company)

4. HeLa Nutrition - for building a vanilla plant-based protein with fibre —> when water is added tastes like a wellness vanilla pudding (Canadian-company)

5. Wellth Foods- for being tight with ingredients and innovating with whole foods (Canadian-company). I MET THE CEO AND CO-FOUNDER!! And they’re offering you all a gift this week with your order. LFG!!!

I’m going live on Instagram (TONIGHT - Thurs April 3 8pm) with their co-founder and CEO, Maya Amani. Catch the replay on our Instagram if you can’t join live.

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She has a track record of bringing innovative, functional food products to the market. She’s engineered a grain-free pasta made with 2-whole food ingredients, whilst keeping fiber and protein content high. This matters since it keeps us fuller for longer and balances our blood sugar.

She’s also incredibly generous: the first 30 wellness bowl orders will receive a sample of their 2-ingredient grain-free pasta. 100% gluten-free, dairy free, and additive free.

If you love the grain-free pasta sample, you’re welcome to stock your pantry using EATBETTER15 for 15% off. Explore their two-ingredient pasta here.

If you’re sitting on ordering, this is the week to try us out - we will run out of samples if you wait until cut-off to order (want you to know so you’re not disappointed). ❤️ 

I’m more excited than ever before about this decade.

If you think my hypothesis is missing something or if you strongly agree, reply back to me! I personally reply to all emails LFGGGGG

Caitlyn xx