top of page

Thinking

Thought Leadership for Healthy Food & Beverage Brands​

Unlock the Secrets of Storytelling: How Healthy F&B CPG Brands are Dominating the Narrative Game

By Victoria Walling


In today's marketing, every second counts, and attention has become the ultimate currency.

Captivating your audience has become a thrilling challenge and traditional storytelling is no longer enough.

To capture the attention of consumers as a better-for-you food & beverage CPG brand, you

need to apply innovative storytelling techniques to dominate in this fast-paced digital age.

I will show you four brands that are using captivating narratives and methods to win the hearts of their customers throughout this article.

Navigate the Power of Visual Storytelling

One effective way to capture attention nowadays is by leveraging the power of visual storytelling. With the dominance of social media platforms like Instagram and TikTok, images and videos have become the preferred method of consuming content. By using visually appealing and engaging materials, you can capture the attention of your audience and communicate your brand's story in a short amount of time.

Forget lengthy text-based descriptions; in today's visually driven world, the power of stunning imagery reigns supreme. Witness the awe-inspiring mastery of visual storytelling through sumptuous food photography and mesmerizing recipe videos. Watch as these artful presentations transport you to a world of taste, texture, and tantalization, all in the blink of an eye.

Being Ugly Is Not a Bad Thing

Well, that’s according to this sustainable CPG company that upcycles ‘ugly’ produce and transforms it into healthy, dried fruit snacks.

If you think about it, offering dried fruits is not a new thing in this ever-so-competitive industry we’re in. But the great thing about their whole business model is their messaging. The team behind The Ugly Co. took the healthy dried fruit snacks to the next level. To prevent food waste, they transformed ugly fruit into healthy dried fruit snacks, aiming to achieve zero food waste at farms globally.

How did this happen? Simple. Fourth Generation Farmer Ben Moore back in 2018 established this startup brand after having witnessed farms in the Central Valley of California throw a ton of fresh produce because they weren’t perfect and fit to be sold in markets. This ‘ugly’ truth pushed him to establish what we all now know as The Ugly Company.

Here’s how witty, entertaining, and attention-grabbing their storytelling efforts are from their website to their social media pages:


Photos from https://www.theuglyco.com/ and their official Instagram.

The way they use powerful words and statements (we’re ugly, our Ugly fruits) have captured so much attention, as well as visual storytelling, stories from the team, and user-generated content. It’s either it works well, or it won’t appeal to the right market.

But based on what I’ve seen, they are creating a mark with their solid brand foundation and growing marketing efforts to reach that niche market they aim to convince.

Aliens and Bamnut Milk

This regenerative food brand is definitely upping the way storytelling is done to capture the interest of readers. WhatIF Foods, a brand born in Singapore, focuses on offering regenerative foods that replenishing the nutrients we need throughout the day.

Ok so here’s the catch. If you visit their site, they try their best to capture the attention of visitors by coming up with a fun way to marry the big problem of going ‘planet-based' and how aliens are coming because humans have hurt the planet.


It’s witty and entertaining but it drives the point they want – for consumers to focus on saving the planet by consuming products that regenerate our bodies and the soil. A good story, indeed, won’t you agree?

Introduce the Faces that Fuel the Fire Gone are the days when faceless corporations ruled the industry. -Nowadays, consumers crave connection, and they want to know the driving forces behind the brands they trust.

Another effective storytelling technique is focusing on the people behind your brand. By showcasing your team, their values, and their commitment to better-for-you products, you can humanize your brand and create a deeper connection with your audience.

Provide them with an exclusive behind-the-scenes pass to meet the culinary visionaries, the passionate artisans, and the relentless pioneers who pour their hearts and souls into creating better-for-you products. It's time to witness the human side of the brand and establish an unbreakable bond with your audience.

Vulnerability Can Become a Powerful Tool in Storytelling

As entrepreneurs, it’s never easy to bare it all to your audience, whether they’re past consumers, suppliers, or partners. But this particular CPG entrepreneur had to go through it.

Erica Rankin is the Founder and CEO of Bro Dough, a natural and functional cookie dough brand that features gluten-free, no refined sugar, and 100% plant-based and dairy free cookie dough products.

With raw authenticity, Erica embraces vulnerability as a powerful tool to humanize the brand. From the initial spark of an idea to the rollercoaster ride of rebranding and relaunching, she shares her personal journey.

It’s a captivating story that breathes life into every step of Bro Dough’s journey and her personal journey. If you visit Erica’s LinkedIn page, you’ll see her posts that focus on both good and bad – and that somehow put a human touch to the overall brand.


Involving Your Customers is a Game-Changer

Incorporating user-generated content into your storytelling strategy can be a game-changer. Encouraging your customers to share their experiences and stories related to your brand can not only increase brand loyalty but also provide you with an authentic and relatable content stream. It can only add up to your credibility and foster a sense of community around your brand.

Building Third-Party Credibility

Many brands within the better-for-you food & beverage CPG industry already utilize content from their consumers and loyal followers. One notable brand that leverages this is Koia, a plant protein, dairy free, low sugar, kosher, and non-GMO drink brand.

In their website, you can easily find reviews from real customers as well as notable media outlets such as Men’sHealth, Forbes, Bevnet, and Cosmopolitan. It’s equally important to highlight what others say about you, so it comes off more authentic, credible, and believable.


Lastly, don't underestimate the power of authenticity. Consumers have grown savvier and can easily sniff out inauthentic storytelling attempts. Be genuine, transparent, and true to your brand values. By doing so, you can build trust and credibility with your audience, which is essential for long-term success. While traditional storytelling may not be completely dead, it's clear that it needs a fresh and innovative approach to remain effective in today's digital landscape.

Better-for-you food and beverage CPG brands have a fantastic opportunity to improve and do storytelling that captures the hearts and minds of consumers. By embracing visual content, showcasing the people behind the brand, incorporating user-generated content, and emphasizing authenticity, these brands can create compelling narratives that leave a lasting impact.

So go ahead, it's time to tell your brand's story in a way that captivates, connects, and inspires.

2022 The Vineyard. All Rights Reserved.​

Group 78.png

We help healthy F&B companies develop brands that are loved by customers.​

You will receive a curated collection of The Vineyard’s thought leadership articles written by its CEO and COO - Leonard Grape and Victoria Walling, respectively. ​

Then, you will regularly receive the latest articles as they get published to help you in your brand development journey. ​
bottom of page