Live Webinar
Flavor vs. Function: How to Get the Balance Right
Wednesday, January 6, 202712:00pm (ET)
Every better-for-you brand faces the same question: do you lead with how it tastes or what it does? Julie Smolyansky, CEO of Lifeway Foods, has taken kefir from a niche product to a mainstream functional food, with record sales and a growing product line. Katina Mountanos, Founder and CEO of Kosterina, built a brand on high-antioxidant Greek olive oil that has to taste as good as it is good for you, and it now sits on shelves at Whole Foods, Target, and Walmart. In this webinar, they share how they balance enjoyment and benefits to hook consumers and scale to a wide audience.
You will learn:
How to keep a functional ingredient at a dose that matters without compromising taste, and what to do when the two pull against each other
How to make a benefit believable and compliant without sounding like a supplement
How to win over shoppers when the benefit is invisible or slow to feel and flavor has to carry the repeat
How to hold an accessible price at scale when the ingredients, sourcing, and testing that make your product better also cost more
How to widen your audience with new flavors, formats, and products without losing the benefit that made your brand
Guests