๐๐จ๐๐ฌ ๐๐ซ๐ฎ๐ญ๐ก ๐ข๐ง ๐๐๐ฏ๐๐ซ๐ญ๐ข๐ฌ๐ข๐ง๐ ๐๐๐ญ๐ญ๐๐ซ? ๐๐๐ฌ.
All functional beverage brands and products โ especially in emerging categories โ 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 โ and we must get away from the โ๐๐ฅ๐๐๐๐๐จ ๐๐๐๐๐๐ญโ in consumer marketing.
โข ๐๐ฅ๐๐๐๐๐จ ๐๐๐๐๐๐ญ โ 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.
โข ๐๐ต ๐ด๐ถ๐ณ๐ฑ๐ณ๐ช๐ด๐ฆ๐ฅ ๐ฎ๐ฆ ๐ฉ๐ฐ๐ธ ๐ฎ๐ข๐ฏ๐บ ๐ฅ๐ฆ๐ค๐ช๐ด๐ช๐ฐ๐ฏ-๐ฎ๐ข๐ฌ๐ฆ๐ณ๐ด ๐ช๐ฏ ๐ณ๐ฆ๐ต๐ข๐ช๐ญ/๐๐๐ ๐ฎ๐ข๐ณ๐ฌ๐ฆ๐ต๐ช๐ฏ๐จ ๐ฃ๐ถ๐บ ๐ช๐ฏ๐ต๐ฐ ๐ช๐ต.
๐๐๐ฃ๐จ๐ซ๐ข๐ญ๐ฒ ๐จ๐ ๐๐๐ ๐ฉ๐ซ๐จ๐๐๐ฌ๐ฌ๐ข๐จ๐ง๐๐ฅ๐ฌ ๐๐ง๐ ๐ซ๐๐ญ๐๐ข๐ฅ๐๐ซ๐ฌ ๐๐ซ๐ ๐๐๐ฆ๐๐ง๐๐ข๐ง๐ โ๐๐๐๐ญ-๐๐๐ฌ๐๐ ๐ซ๐๐ฌ๐๐๐ซ๐๐กโ ๐ฐ๐ก๐๐ง ๐ฆ๐๐ค๐ข๐ง๐ ๐ฐ๐๐ฅ๐ฅ๐ง๐๐ฌ๐ฌ ๐๐ฅ๐๐ข๐ฆ๐ฌ.
Puroast is investing heavily in awareness and research-backed claims โ ensuring "๐ฅ๐จ๐ฐ ๐๐๐ข๐ ๐๐จ๐๐๐๐" claims supported by published, fact-based research.
Weโve launched a "๐๐ซ๐ฎ๐ญ๐ก ๐ข๐ง ๐๐๐ฏ๐๐ซ๐ญ๐ข๐ฌ๐ข๐ง๐ " 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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