May is Allergy Awareness Month—and
that’s nothing to sneeze at when it comes to stigmas related to food sensitivities.
Allergy-friendly snacks brand MadeGood is raising awareness of these issues in a campaign partnership with cookbook author and host of the Food Network cooking show “Girl Meets Farm” Molly Yeh—whose
mother is allergic to peanuts.
The result is a recipe collection—downloadable from the company’s website—free of the top eight most-common food allergens, which can be
prepared with MadeGood edibles.
The goal is to ease tensions that can come with entertaining and attending gatherings where the allergic are commonly present, according to Nicole Bleiwas, vice
president of marketing at MadeGood parent Riverside Natural Foods.
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“We want to show families just how easy it is to serve delicious food that is free from common allergens for
more people to enjoy,” Bleiwas tells Marketing Daily
Inclusivity comes to life in this “Highly Thoughtful Snacks” spot from the Confidant agency that tells the story of Olive, a girl who can’t eat gluten and appreciates snacks that help her feel
included during activities with friends.
“Olive going gluten-free—it was pretty overwhelming,” her mother says in the voiceover as she delivers snacks to Olive and her
friends. “When I can provide a snack that includes everybody, it really makes a difference.”
MadeGood products include granola bars, crispy squares, cheddar crackers and chocolate
chip cookies.