And with big CPG brands ditching ‘artificial ingredients’ and embracing sustainable sourcing, the ‘natural foods’ industry, meanwhile, has to move into new territory to stay relevant, which might mean going organic, or getting more socially conscious, says BeyondBrands founder Eric Schnell.
“To me the future of the natural products industry is about conscious products. Natural is almost so yesterday it’s embarrassing, today brands have to think about being a quadruple bottom-liner, or a B-corp, or a good corporate steward, a good corporate citizen, you’ve got to be all these things beside just offering ‘clean’ ingredients. And our job is about helping the young brands of today market themselves with all that in mind.”
Picture: BeyondBrands co-founders Marci Zaroff and Eric Schnell: 'Millennials want brands to live their values'