No one grabs candy or snacks for the benefits alone. They grab them because they look good and taste great.
We break down how to build a brand that grabs attention first, and delivers the benefits after.
For founders who are:
Building a better-for-you or functional brand
Competing in categories dominated by legacy players
Growing without massive ad budgets
1. Build entertainment into your brand
New brands can’t outspend legacy players. Instead, you need a brand that stands out without a big budget. Here are questions to guide the process:
Does your packaging spark curiosity or joy, not just explain function?
Have you built a brand “world” (voice, tone, visual style) beyond the product?
Does your social/content look like entertainment, not ads?
Would shoppers pick it up for the experience, before knowing the benefits?
What to do: Treat your brand like a cultural product, not just a food. Storytelling, characters, and energy create equity that ad spend can’t.
2. Validate the problem, not just the product
Taste and function aren’t enough if people perceive it as boring, clinical, or “too healthy.” Make sure you validate your product before launch:
Have you tested packaging mockups with unbiased audiences?
Do consumers describe it the way you want (fun, craveable, useful)?
Did you run small focus groups outside your target niche?
Have you created flavors, names, or formats around what people crave, not what they should eat?
What to try: Lead with appeal, and let health benefits be the bonus. If the first reaction is “this looks like medicine,” you’ve lost.
3. Use DTC to test early demand
Think of DTC as your live testing ground. Selling on line gives you real data on what converts (and what doesn’t) before you scale. Think of every order is a data point and follow this DTC test checklist:
Test multiple packaging or message versions with real conversion data
Showcase reviews, UGC, and unboxing to build trust
Track who’s actually buying (and why) in real time
Use feedback loops, like complaints, comments, reorder behavior, to refine your offering
4. Show retail buyers a growth story
Retailers don’t just want good products. They want incremental growth. Be ready to answer these questions during your retail pitch:
How can your product bring new shoppers to the store?
Do you have data (whether through DTC, pilot programs, or demos) that shows incremental lift?
Can you prove strong per-unit margins and premium positioning?
Do you frame yourself as category expansion, not just replacement?
Tactic: Position your product as adding energy to the aisle: new users, new baskets, new interest.
Checklist: Are you ready to launch in a crowded category?
Explain what makes your product different in one clear sentence
Show that your branding/packaging stands out on-shelf and in-feed
Have proof of demand (DTC sales, pilots, retail tests)
Show buyers how your brand add growth, and isn’t just a “better” SKU
Bottom line: In crowded categories, appeal wins the first sale, benefits win the repeat. Lead with what excites consumers, and let function follow.
Know someone trying to get their food brand off the ground? Do them (and us!) a favor and pass along this playbook.
