Nutritionally speaking, is there any such thing as a superfood? The truth is the term originated in marketing circles to influence food trends and encourage sales. In fact, early records suggest that The United Fruit Company generated the term as part of its marketing campaign to promote bananas! But the idea of a superfood remains strong across the world: a food product rich in nutrients that aids a healthy lifestyle. Kale, blueberries, turmeric, green tea, eggs and legumes are often put at the top of the superfood list. But what if you’re bringing a new superfood brand to the marketplace? How can you best position yourself to rise to the top? 

Can Your Product Be Classified as a Superfood?

When beginning a marketing strategy for a superfood item, you must first be confident that it meets the loose criteria. As a minimum it should be nutrient dense, and be full of antioxidants, phytochemicals, minerals, and vitamins.  The Mayo Clinic, a nonprofit American academic medical center, suggest four components, out of which three have to be met, for a food to constitute being “super”.

1. It has to be a good source of fiber, minerals, vitamins, and other nutrients. 

2. It must be high in antioxidant compounds and phytonutrients. 

3. It must help reduce the risk of heart illnesses and other diseases. 

4. It must be readily available. 

If your product meets three of these criteria you’re in a strong position to launch your superfood marketing strategy. 

2. Focus on the Science!

Science-based marketing can be a powerful tool when marketing any superfood. The idea is for the food manufacturing company to use statistics, scientific research, trends, industry practices and customer interviews to create hype around their product. You should note that the FDA prescribes that all health claims on labels should be backed by “sufficient evidence”. But leading with science is a great approach — customers have confidence in scientific data, and it can fuel purchases. One example is Ocean Spray, a manufacturer of Cranberry products, who pledged $10 million to study the positive effects of cranberries, which had a strong, positive impact on their brand.

3. What Makes Your Superfood Extra Super?

It’s important to find a way to stand out in the overcrowded superfood marketplace. And you can do this by selling the narrative that your product is unique. 

One method of making your product seem ‘one of a kind’, is through customisation. Is there any way you could harness this growing trend and make your product(s) “customized”? Or perhaps offer corporations the opportunity to partnership with you to produce “customized” products. Another approach is focusing on your branding; making it as impactful, unique and revolutionary as possible. Marketing is all about storytelling, so sell the story of your superfood. Where was it made and why? How can people relate to the story of the product? 

Superfood Hashtags ###

Your superfood product will win or lose its marketing battle on social media. According to a study on Pinterest, the search for superfood powders spiked by over 144% in 2019 alone. So people are definitely looking for your product. So remember that there are a wealth of superfood hashtags to use when posting social content on Instagram or TikTok. And look to take things a step further by creating your own new superfood hashtags, thereby leading superfood conversations online.

In conclusion, today social media can definitely change consumer demand for superfood products. Businesses can take action by investing in food manufacturing and food distribution software which can forecast any changes in demand. If your food and beverage company is looking to scale and grow via ERP solutions, traceability and demand planing software, and meet all the FDA requirements, get in touch with Cashmere today.