Healthy Food Marketing: The Irresistible Almond
Almonds. Feels like they are everywhere and in everything. So it’s no surprise that they’re consumers’ favorite nuts to snack on, according to a survey conducted by the Almond Board of California. The almond industry has clearly tapped into some genius marketing insights. And for you, marketers, I dug into that success to uncover insights all brands could apply.
You don’t have to go it alone.
Blue Diamond can singlehandedly claim responsibility for the almond industry. And that’s because Blue Diamond is actually a “cooperative owned by half of the state’s almond growers who produce over 80 percent of the world’s almond supply.” Takeaway? Don’t feel like you need to act alone If you consider uniting with like-minded businesses or products your whole category could take a giant leap forward. This reminds me of the exponential growth story of the avocado. If you missed my blog about irresistible avocado marketing, find it here.
Be passionate and people will be passionate about you
Just thinking about almond butter makes me hungry. And I know I partly owe that feeling to Justin’s, my very favorite almond butter. And it’s not just me. When it comes to nut butter, Justin’s almond butter wins the crown. Justin’s founder (Justin, himself) started his business in his kitchen. “My roommates thought I was totally crazy,” he says. Now he’s been on the Inc. Top 15 on the 500/5000 Fastest Growing Companies list for the Food and Beverage category for two years in a row. And the innovation that comes from Justin’s fun flavor combinations, squeeze packs and my favorite, almond butter cups, makes this brand just plain irresistible.
Legacy brands, jump on the trends entrepreneurs are setting!
Jif has jumped onto the almond butter craze. Smart move, Jif! This is a prime example of a legacy brand expanding their reach by offering a product that health conscious, but cost conscious consumers would be interested in. Let the new guys test the waters. And then jump in quickly.
Connect to an existing behavior.
Could a brand become “the brand” of real food diets like Paleo, Whole 30 and my personal favorite, The Virgin Diet? This could be a win-win for almond brands and other natural products and their consumers. Connecting with these consumers and getting the endorsement of the plans themselves, could be an instant path to their hearts. Almonds have become irresistible. And that’s partly because of the health benefits, but it’s also because of the brilliant marketing. They figured it out, Avocados figured it out. Could your brand be next? Let’s talk about how.