Nine Lessons Other Brands Can Learn From the Allergen-Free Food Industry
Posted on Apr. 11, 2023
By Caroline Stollar
According to researchers, about 26 million adults and 5.6 million children in the United States have food allergies. That’s about 1 in 10 adults.
As someone gluten intolerant, finding brands that fit your allergy restrictions can be challenging. And the “may contain” warning is not a risk some consumers can take. That’s why allergen-free and certified gluten-free brands, for example, are crucial.
I looked into trends with how major allergen-free brands are marketing themselves. How are they creating their brand identity and utilizing owned content to stand out? Here are nine ways for the nine major allergies.
1. They communicate clearly.
It might seem obvious, but it’s important to see certifications or keywords, such as the gluten-free certification, right on the front. Enjoy Life’s logo includes a banner stating, “Free from 14 allergens.”
2. Brand names empathize with their core customers.
I mentioned Enjoy Life, but Free2B and Partake are other common brands. The brand names seem to say, “It’s time to relax. We have some food options you can actually eat and enjoy!”
3. They’re targeting families and kids.
According to its website, YumEarth was created “by families for families.” Unsurprisingly, most of its website and social content features kids and families.
Also, Enjoy Life states in its social bios (Facebook, Instagram, and Twitter), “Safe for school snacking!” This shout-out is smart with the concerns of allergies in schools, and I am surprised more brands don’t use it.
4. They use color in a meaningful way.
Some brands utilizing blue in their branding are Enjoy Life, YumEarth, and Free2B.
Blue is a common color choice among all types of brands. According to HubSpot, in color psychology, blue is used by brands because it conveys trust. These allergen-free brands are saying, you can trust our products are allergy safe.
5. They work together.
Giveaways! YumEarth and MadeGood collaborated on an Instagram giveaway for Valentine’s Day. Also, YumEarth did giveaways with other companies that are allergy friendly for National Snack Food Month and for the holidays.
6. They make nutrition key.
MadeGood does an excellent job illustrating nutritional benefits of its products. In this funny Instagram video, it highlights that its snacks are packed with hidden veggies.
Sunbutter shows its seeds have more vitamins and nutrients than nut butters. Who knew?
7. They give back.
Partake is passionate about food insecurity, working with organizations such as No Kid Hungry. Also, Safe + Fair gives 3% of its profits to Stanford University’s Sean N. Parker Center for Allergy and Asthma Research.
8. They care about the environment.
Many brands, such as YumEarth and MadeGood, boast that they are organic and non-GMO. Another example is Partake, who recently became a certified B Corporation.
9. They have a story.
One of the (many) stories I ran across was from Blake’s Seed Based. The company’s story, like many others, started with someone who had a food allergy. Owner Blake Sorensen grew up with a nut allergy and started making homemade bars with seeds when he was younger. People enjoyed them, so he created his company to help people live with snack options they enjoy.
What’s your favorite allergen-free branding tactic? For me, it will always be the brand names. Enjoy life? Now that I have some great snacks I can actually eat, yes, I will!
About the author: Caroline Stollar is a senior at The Ohio State University studying public affairs and strategic communication. Caroline has leadership experience in student organizations, including Students Consulting for Nonprofits and Wellness Advocacy and professional experience working for the global public relations agency Hopscotch Groupe.
