Calling vegetarian food vegetarian can hurt your sales

Also, a free webinar, why everything looks the same and what are the differences between natural, organic and non-GMO?

👋 Happy Tuesday

Welcome to another edition of what we’re determined to make the best newsletter in CPG and food marketing. Here we share what you need to know to run a successful food or drink business.

☎️ Remember, I offer hourly coaching to food entrepreneurs. When you’re ready to grow and scale, book a free discovery call here.

Here’s what we’re covering today:

• 🦄 Free webinar: how to win on Instagram in 2023 - register here

• 🤯 Calling a vegetarian product “vegetarian” might hurt your sales

• Everything is average 😐

• Organic, Natural and Non-GMO Food: Understanding the Differences and Benefits

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🦄 Free webinar: how to win on Instagram in 2023 as a food, drink or agricultural brand

Instagram keeps introducing changes to its algorithm that affect your reach and engagement. But fear not; we’ve got your back.

Participate in our exclusive session unveiling the most recent relevant data trends of Instagram 2023 with Andreas Duess and the leading Canadian authority on earned media, Saskia Brussaard from We Are Crave.

Set your reminders for Thursday, June 15th at 1:00 pm EST and get ready to dive into a wealth of knowledge, including:

• Discover the truth about hashtags! Are they a boon or a bane for your Instagram performance?

• Unravel the secrets behind crafting the perfect caption length that engages and converts.

• Demystify the realm of Instagram video and its impact on your brand visibility.

Don't miss this chance to get ahead of the curve. Register now for this comprehensive, free 30-minute webinar and boost your Instagram strategy like never before!

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Calling a vegetarian product “vegetarian” might hurt your sales

From the “this makes zero sense, but humans are weird” department arrives a research study on how to get people to eat more veggies.

Which would you rather order, the "Vegetarian curry" or the "Curry"?

The study showed that vegetarian dishes sell less when explicitly labelled as such. The researchers examined the habits of meat-eaters and looked for ways to encourage them to eat more healthy, sustainable food.

They found that people were 2.6 times more likely to choose vegetarian dishes when they were not explicitly labelled as "vegetarian,” "meat-free,” "vegan,” or "plant-based.”

This was because labelling a dish as vegetarian caused "reactance,” where a meat-eating person feels pressured into making a particular decision and that their freedom of choice is being challenged.

So strangely, the best way to sell vegetarian food isn’t to call it vegetarian.

Research by Hielkema, M. H., & Lund, T. B. (October 2022). A “vegetarian curry stew” or just a “curry stew”?-The effect of neutral labelling of vegetarian dishes on food choice among meat-reducers and non-reducers. Journal of Environmental Psychology.

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Everything is average

This is a fascinating article on how everything looks the same now - homes, cars, packaging. I know a few brands that are definitely guilty here. What about you? Are you standing out in a sea of bland?

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Organic, Natural and Non-GMO Food: Understanding the Differences and Benefits

As consumers become more aware of the food they eat, they are increasingly interested in the origins and quality of the ingredients.

For food and drink manufacturers, understanding the distinctions between organic, natural, and non-GMO products can be crucial in meeting consumer demand and differentiating their offerings. In this article, we will explore the differences between these three types of food and their uses for food and drink manufacturers.