From Confusion to Clarity: 4 Tips for Crafting Compelling Health Messaging

Market research is loud and clear: People want healthy products. According to data from our partner Anne-Marie Roerink of 210 Analytics, sales of fresh turkey and turkey breast are up at retail, as are sales of fresh produce, regardless of rising costs. Adding to this, consumers’ #1 New Year’s resolution for 2024 was “eating healthier or starting a diet.” Despite the growing demand, navigating the better-for-you trend is a challenge for consumers and foodservice operators alike—but food manufacturers are in a unique position to shape the solution.

Information Overload: A Recipe for Confusion

For operators, crafting a menu that accommodates diverse dietary needs while staying within budget constraints can feel like solving an impossible puzzle. Vegan, gluten-free, keto, paleo—the list goes on, each requiring specific ingredients and preparation methods, adding complexity to menu planning. But this confusion can be an opportunity for manufacturer brands that have crafted clear, straightforward health messaging.

Use these four tips to appeal to foodservice operators:

1. Tell the story.
   Storytelling sells, especially when it's simple and honest. For manufacturers with better-for-you solutions, benefits outweigh jargon. Explain why the lean meat is the perfect burger alternative, how the soup is both filling and nutritious or how the plant-based products fit specific dietary needs growing among consumers.
2. Quantify the benefits.
   Translate health benefits into tangible results for their business. Show how your product can help them increase sales by highlighting data on the growing demand for healthy options and how your product taps into that trend. Additionally, emphasize how your product can attract new customers by expanding their customer base to reach health-conscious diners.
3. Make it easy and convenient.
   Provide support like recipe ideas, marketing materials and training resources to help them seamlessly integrate your product. Show how your offerings can be used in various dishes, catering to different dietary needs and preferences.
4. Build trust and partnership.
   The last things they need is more confusing information. Be up front and transparent about ingredients, nutritional information and sourcing practices. Back your health claims with data and studies relevant to the foodservice industry and their target demographic.

In a world overflowing with conflicting health claims, brands that cut through the noise win. Foodservice operators are busy and pragmatic. They need clear, concise information that shows how your product can benefit their business directly.

Specializing in solutions for food, beverage and hospitality industries, Marriner Marketing is a full-service agency that’s ready to help you craft that message. Reach out to David Melnick at [email protected] or 410.336.1000 to get started.

Roerink, Anne-Marie. (2024). January Starts the Year off Strong for the Meat Department

Roerink, Anne-Marie. (2024). Product Shoppers Move to Larger Pack Sizes in January 2024