Back
We can all exhale deeply, as 2020 has finally come to an end. Cue the “New Year, New You” conversation, as is the case each year as soon as January 1st rolls around across mainstream media, social media and chatter amongst consumers.
According to YouGov, some of the most common 2021 resolutions for US adults are: more exercise (50%), losing weight (44%) and improving diet (39%).
I can remember making New Year’s Resolutions as far back as I can remember staying up to watch the ball drop on New Year’s Eve. In theory, creating goals for yourself as you kick off a new year is great! And of course, there is nothing wrong with starting a new year with a healthier diet and an amped up fitness routine, especially following some holiday indulging, and after the year we have lived through. However, the idea of “New Year, New You” is becoming more and more outdated, and it’s important to keep in mind that even if you do set these resolutions and follow through with them in the new year, you are still the same you.
Numerous food and beverage brands still use the new year and the concept of New Year’s Resolutions to stay relevant in the market and to connect with their consumers, one being GTs Synergy. The kombucha brand just launched a Health Starts Inside campaign to prioritize gut health and immune-boosting benefits in 2021, specifically focusing on the ingredient of ginger and thus, their ginger-forward flavors, Gingerberry, Trilogy and Gingerade. Another brand in the food space using the new year messaging to their advantage is Chipotle, having just introduced Cilantro-lime cauliflower rice-based lifestyle bowls, their attempt to cater to consumers with keto, paleo, vegan, and other specialty diets, and offer a healthier alternative to rice.
At the same time, many health food brands take the spotlight as New Year’s Resolutions come around again each year, such as better-for-you snacks and nutrient-packed products. One product to spotlight is DEUX from Deux Foods, a line of plant-based cookie dough enhanced with immunity boosting vitamins, vegan collagen and protein. DEUX launched in 2020 with three vegan, gluten-free flavors: Immunity Chocolate Chip Cookie Dough, featuring a blend of vitamin D, zinc, elderberry, chaga mushrooms, and cordyceps; Collagen Brownie Batter, with collagen, hyaluronic acid, amino acids, and vitamin C; and Protein Peanut Butter, made with pea protein.
Aside from the food and beverage brands helping us keep our realistic resolutions, the food industry has been completely revolutionized by the amount of home cooking taking place due to COVID-19. In the last year, most of us have been cooking at home for ourselves and our families more than ever before. Rather than eating at restaurants or ordering take-out, cooking at home remains a great way to monitor exactly what you are putting in your body.
Many people have grown bored with home cooking and have turned to kitchen gadgets to spruce up their meals, such as an air fryer, a pressure cooker, or in my family’s case – a pizza oven. An air fryer in particular is a great, easy way to cook healthy proteins and vegetables.
For those who are completely fed up with cooking at home but still want to watch their diet in the new year, there are plenty of healthy meal delivery kits out there to help. A few being talked about in the media often are Sakara Life, Home Chef, Hungryroot, Green Chef and Daily Harvest.
Whatever your plans are with New Year’s Resolutions in 2021, there are plenty of food and beverage brands to help you meet your goals. Just be sure to keep in mind: New Year, Same You!
For more insights on communication and brand strategy, industry trends and more, subscribe today to the Weekly Buzz here.