The new cheese puff snack brand Ffups stresses that they are not a “better-for-you” alternative.
They make no promises of rejuvenated digestion, extra nutrients, or plant-based goodness. These “unapologetically indulgent” puffs are just tasty “things for your mouth.”
“If you’re worried about Ffups being healthy, you’re on the wrong website,” reads the blunt marketing copy. “Go eat some carrots!”
Andrea Hernández, the creator of snack trend newsletter Snaxshot, has witnessed a new generation of brands rejecting aggressive health marketing claims, which have begun to feel like “Mad Libs” of every nutrient under the sun. Consumers were bombarded with charcoal-infused cheddar cheese and vegetable ice cream (“it’s good for immunity!”). CBD seltzer promised a “meditation in a can.” Even Evian released a line of functional “mineral enhanced” sparkling water called Feed Your Mind to allegedly boost cognitive function.
“The funniest was beverage brands having to label themselves as dietary supplements — as opposed to being labeled as a beverage — because of all the unverified claims,” laughs Hernández. Shoppers, meanwhile, are exhausted. “People [think], why do we need adaptogen cookie dough?”
While America will never fully retire its longstanding penchant for cure-all claims and bizarre health products, consumers might notice a retreat of late. Much like how overproduced, commercialized ‘80s rock gave way to understated ‘90s grunge, a course correction is finally here — and not...
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