𝐃𝐨𝐞𝐬 𝐓𝐫𝐮𝐭𝐡 𝐢𝐧 𝐀𝐝𝐯𝐞𝐫𝐭𝐢𝐬𝐢𝐧𝐠 𝐌𝐚𝐭𝐭𝐞𝐫? 𝐘𝐞𝐬.
All functional beverage brands and products — especially in emerging categories — will be held to a higher standard when making claims.
We as CPG professionals demanded it in organic, gluten-free, low fat, and low sodium.
We should also demand that claims are backed with measurable science.
Consumers need this level of protection — and we must get away from the “𝐏𝐥𝐚𝐜𝐞𝐛𝐨 𝐄𝐟𝐟𝐞𝐜𝐭” in consumer marketing.
• 𝐏𝐥𝐚𝐜𝐞𝐛𝐨 𝐄𝐟𝐟𝐞𝐜𝐭 – What some believe in the trade: 20%-40% of all consumers believe there will be a measurable improvement in outcomes simply because they believe a product will help.
• 𝘐𝘵 𝘴𝘶𝘳𝘱𝘳𝘪𝘴𝘦𝘥 𝘮𝘦 𝘩𝘰𝘸 𝘮𝘢𝘯𝘺 𝘥𝘦𝘤𝘪𝘴𝘪𝘰𝘯-𝘮𝘢𝘬𝘦𝘳𝘴 𝘪𝘯 𝘳𝘦𝘵𝘢𝘪𝘭/𝘊𝘗𝘎 𝘮𝘢𝘳𝘬𝘦𝘵𝘪𝘯𝘨 𝘣𝘶𝘺 𝘪𝘯𝘵𝘰 𝘪𝘵.
𝐌𝐚𝐣𝐨𝐫𝐢𝐭𝐲 𝐨𝐟 𝐂𝐏𝐆 𝐩𝐫𝐨𝐟𝐞𝐬𝐬𝐢𝐨𝐧𝐚𝐥𝐬 𝐚𝐧𝐝 𝐫𝐞𝐭𝐚𝐢𝐥𝐞𝐫𝐬 𝐚𝐫𝐞 𝐝𝐞𝐦𝐚𝐧𝐝𝐢𝐧𝐠 “𝐟𝐚𝐜𝐭-𝐛𝐚𝐬𝐞𝐝 𝐫𝐞𝐬𝐞𝐚𝐫𝐜𝐡” 𝐰𝐡𝐞𝐧 𝐦𝐚𝐤𝐢𝐧𝐠 𝐰𝐞𝐥𝐥𝐧𝐞𝐬𝐬 𝐜𝐥𝐚𝐢𝐦𝐬.
Puroast is investing heavily in awareness and research-backed claims — ensuring "𝐥𝐨𝐰 𝐚𝐜𝐢𝐝 𝐜𝐨𝐟𝐟𝐞𝐞" claims supported by published, fact-based research.
We’ve launched a "𝐓𝐫𝐮𝐭𝐡 𝐢𝐧 𝐀𝐝𝐯𝐞𝐫𝐭𝐢𝐬𝐢𝐧𝐠" Campaign with our partner Sinclair Inc. talking about efficacy and authenticity in CPG marketing.
Our partners like Kroger, Natural Grocers by Vitamin Cottage, Publix Super Markets, Vitacost.com and others have demanded claims are backed by "fact-based, published research".
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