Weekly Newsletter - 05.09.2024

Soreen’s £2M marketing campaign, Jen Atkin’s new Vital Proteins launch, and top trends from Newtopia Now 2024

Author

NutriPower
September 05, 2024 • Estimated Reading Time: 5 minutes

THE LATEST IN SUPPLEMENTS AND NUTRITION

So, you think the future of US agriculture is all about cows and corn? Think again. The Good Food Institute (GFI) and Highland Economics have dropped a bombshell report suggesting that alternative proteins—think plant-based, fermentation-derived, and lab-grown—could be the game-changer we never saw coming. Imagine freeing up 47.3 million acres of cropland, roughly the size of South Dakota, just by swapping out half of our animal-based proteins. That’s a lot of land that could be restored to natural ecosystems, potentially saving 139 threatened US ecosystems. Talk about a win-win.

But wait, there’s more! This isn’t just about hugging trees. Restoring those acres could sequester a whopping 177.8 million metric tons of CO2 annually. That’s more than the emissions from all domestic flights in the US combined. So, not only do we get to save the planet, but we also get to stick it to the airline industry. Who knew tofu could be so powerful?

And let’s not forget the economic and social perks. With public investment in R&D, farmers could diversify their income streams and become less dependent on the volatile meat market. Plus, as more consumers jump on the “climatarian” bandwagon, the demand for sustainable, affordable food options will only grow. So, next time you bite into that veggie burger, remember: you’re not just eating; you’re saving the world, one bite at a time.

In August 2024, TikTok and Amazon teamed up for a seamless shopping experience directly within the TikTok app. This timely partnership, coming just before the Q4 shopping season, leverages TikTok's massive user base and Amazon's e-commerce dominance.

But how will it impact brands?

A major challenge for brands is measuring the halo impact of social media interactions on Amazon sales, as Amazon's data exists in a walled garden and relies on a last-click attribution model, potentially overlooking external contributions that drives product discovery.

The partnership highlights the need for more holistic marketing measurement solutions as the line between social media and e-commerce blurs.

Soreen

Soreen is launching its largest marketing campaign with a £2 million media spend, featuring a 30-second TV spot set to A-ha's "The Sun Always Shines on TV". The campaign aims to promote Soreen's HFSS-compliant snacks as ideal family treats, reaching 70% of UK adults over six weeks.

The inaugural Newtopia Now event in Denver highlighted four key trends: the rising popularity of mushrooms in various products, the demand for healthier snacks, protein-packed pastas, and the growth of non-alcoholic beverages. These trends reflect a shift towards health-conscious and innovative consumer goods in the market.

Celebrity hairstylist Jen Atkin collaborates with Vital Proteins to launch Hair Complex, an unflavored powder promoting hair health. The product, featuring collagen peptides and Lustriva, is easy to use and fits into daily routines. Atkin emphasizes proactive hair care and plans to create educational content around the product.

Forbes Health's September 2024 ranking of the best CBD gummies highlights top choices based on price, potency, and quality. CBDfx's Original Mixed Berry CBD Gummies lead the list, praised for their texture and relaxing effects. CBD gummies offer benefits like pain relief and anxiety reduction, appealing to both new and experienced users.

The Natural Products Association (NPA) has sued the FDA over its decision to preclude nicotinamide mononucleotide (NMN) from being sold as a dietary supplement, arguing the FDA's application of the Food, Drug, and Cosmetic Act is unlawful and detrimental to the dietary supplement industry.