Baking & Snack - August 2017 - 54

DIETARY CONSIDERATIONS

Lenny and Larry's uses claims that focus on transparency of ingredients, quality
an ambassador program and sourcing, rather than what isn't in a product.
to promote the dietary
benefits of its cookies. Promoting wellness
Lenny and Larry's

Businesses should also communicate the specific healthrelated benefits of baked goods to cultivate credibility,
whether it be through the company itself or from the
help of reputable influencers.
According to research by Mintel, Americans appear to
be largely distrusting of food brands, as only 14% believe
regulatory approval indicates a food is healthy, and just
16% trust the claims on food and beverage packages.
"There is a lot to explain to consumers, and I think
they want to be romanticized a little bit about why they
need nutritious foods," said Lisa Hansen, vice-president,
McDill Associates, a Soquel, CA-based marketing firm.
"They need to be reminded of this lifestyle they are
striving to fit into or who they are trying to be like."
From providing shoppers with information on the
benefits of fiber through a social media campaign or
showing them how to make a sandwich packed with
whole grains with the help of a YouTube star, this shift
toward better-for-you eating presents many opportunities for bakers to cast themselves as segment leaders by
connecting the dots and filling in dietary gaps.
Before reaching out to shoppers, Michael Rosenberg,
vice-president, strategy, at McDill Associates, urged baking manufacturers to create a story that connects your
brand to shoppers' interests and can build over time.
"It's important to get that narrative down," Mr.
Rosenberg said. "Start with transparency and address
the ingredients in the box to make sure it's aligned with
consumer expectations and then communicate that
throughout your branding."
Having a genuine origin story that connects with
consumers improves a brand's authenticity and creates
a loyal base that believes in a brand and will share the
benefits of it with others.
Helping consumers make informed choices allows
brands to address different health needs and develop a
reputation as a trusted source for that particular diet.
Even better, the brand can become the go-to choice for
healthy eating because its products and reputation are
reliable.
The American Bakers Association (ABA) has stepped
up its social media efforts by providing informative messages about whole grains and enriched grains and capitalizing on causes close to consumers. During National
Bread Month and National Nutrition Month, ABA
pushed messaging on whole grains' benefits as well as
ways to incorporate grains into diets with interesting
and economical recipes.
"I think sometimes consumers lose track of the im-

54 Baking & Snack August 2017 / www.bakingandsnack.com

portant role grain foods have historically played for
Americans," said Lee Sanders, senior vice-president
of government relations and public affairs, ABA. "It's
something we try to remind them of and give them facts
because there is a lot of misinformation out there."
Using content marketing, Pamela's Products, Ukiah,
CA, connects with consumers. Its robust website full of
recipes and video demonstrations shows how to make
delicious and healthy gluten-free baked goods using its
products. By providing subject matter geared toward a
specific diet, Pamela's strives to become an accessible and
reliable reference for those seeking how to incorporate
gluten-free products into their diets.
For companies looking to increase brand awareness
and integrity through its customer base, an ambassador program can be established. Brands like Lenny and
Larry's, Panorama City, CA, rely on brand ambassadors
to share the benefits of its protein-packed baked goods.
Through its program, which has no fee to join or requirement to sell, the company rewards ambassadors for
spreading the word through tracking links or discount
codes that can be shared on social media and websites.
Rewards include a 10% commission and up to a $2,000
yearly bonus.
"When it comes to brand ambassadors, I think consumers want to hear from other consumers like them
and not just the brand itself on why it's healthy or delicious," Ms. Hansen said. "Ideally, the goal is to have
brand ambassadors fielding a lot of that stress for you."
Working with bloggers and social media influencers is another way to improve brand trustworthiness.
According to the "2017 Global Consumer Executive
Top of Mind Survey" by CGF, 82% of consumers
would follow a recommendation made by a social media micro-influencer. In some cases, influencers have
as much say in defining the perception of a brand as
the company itself.
Chicago-based RX Bar recruited CrossFit athlete

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