• by Gail Sanders , November 7, 2024

Let’s face it. The proliferation of BFY -- short for better-for-you -- brands has buried us in “less of this ingredient” and “more that" claims.

BFY is seemingly everywhere. And given the rising influx of challenger brands, they’re no longer playing catch-up, trying to edge out the competition. Quite the opposite, actually -- they’re redefining frontiers, from branding to design to communications.

So how should established “OG” food and beverage brands compete from a branding standpoint, in an era of functional BFY brand choices?

Cookie cutter vs. against the grain

There are two very different strategies that challenger BFY brands currently take to position themselves as viable alternatives to the OGs.

The first is to unashamedly nod to their predecessor so directly that the term “copycat” doesn’t do it justice. Take Olipop, with its  Dr. Goodwin or Ridge Rush soda flavor lines. You don’t even have to look at the blatant “lifted and shifted” simplified packag design, as the names alone disclose the products they’re trying to emulate.

In this way, BFY brands aren’t afraid to leverage consumers’ deep-rooted familiarity with their established predecessors. But while this may earn them a temporary seat at the table, they’re pitting their product’s performance against a beloved and oh-so-delicious classic. And when the alternative fails to live up to the original, the outcome is obvious.

The other option is to proactively distinguish a product as an entirely new entity. While a more complex affair, often the riskier the strategy, the richer the reward.

Look at Flock Chicken Skin Crisps. Technically, these compete against potato and other types of snack chips, but they actually signal something entirely different. Flock went with a completely novel design aesthetic that usurps traditional appetite appeal design codes with minimalist black and white, print-making inspired designs. Opting to go against category cues and codes ensured that Flock doesn’t just stand out, it stands apart.

This comes with its own challenges, however -- namely, overcoming consumer unfamiliarity by being compelling enough to get people hooked through the combination of the novelty of the pack, and BFY claims.

Ingredients for success

So, what’s an OG to do -- brand- and comms-wise -- as consumer curiosity and health goals allow BFYs to gain market share?

While BFYs inherently necessitate fewer ingredients and more simplicity (almost to a fault), OGs can explore deep, rich ranges of flavors and textures, for more joy. Food and beverage will always remain a sensory experience. Introducing complexity and intrigue through new lines and limited-time-offers can keep consumers interested and engaged.

For example, nothing excites consumers more than seeing two of their recognizable, familiar favorites join forces to bring something new to the table. Think of Coca-Cola and Oreo, who realized that you’d have to be insane not to want to try their sweet flavor mashup.

Finally, OGs must acknowledge that they’ve got nothing to gain from hiding their own claims or burying their nutrition labels.

Consumers are aware of the trade-offs, so let them decide where their threshold is. They might surprise you with the compromises they’re willing to make for the sake of joy. Tostitos put this into practice by adding “Gluten Free” and “No Artificial Flavors” claims to its packs, a move proving to be a key difference maker in its battle against challengers like Siete.

At the end of the day, there’s room enough in pantries and palates across America for both classics and BFY challengers.