Why more better-for-you brands are leading with taste over health claims

Brands want customers to know they can have their better-for-you cake and eat it too.

As sales in the better-for-you snack category continue to grow, some startup brands like Feel Good Foods and Good Pops are undergoing a packaging makeover to appeal to more mainstream shoppers. These startups say they previously felt pigeonholed in their branding as they tried to appeal to the health-conscious customer. Now, these startups say they are rethinking their health-focused branding to reflect a more fun and joyful eating experience.

In many cases, consumer trends have changed since these brands first launched. When frozen snack brand Feel Good Foods was founded 13 years ago, gluten-free frozen food was still a burgeoning category. 

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