7 Ways Snack Companies Are Earning Consumer Trust

organic labels

Ethically sourced production—and calling out these efforts on packaging—is a growing way to build a positive brand perception for consumer packaged goods (CPG), according to a new report from the Culinary Visions Panel’s Mindful Dining Initiative.

The Ethics On the Go study asked 1,500 American consumers their feelings on ethically sourced foods, and how those feelings affect their purchasing decisions. 

The report found that consumers 18- to 34-years-old value ethical eating choices much higher than any other demographic. While 50% of general consumers agreed organic foods tasted better, 60% of consumers under age 35 equated organic foods with better taste.

What follows are several CPG brands exhibiting goodwill to build a brand halo.

pepsico sustainability

PepsiCo developed a three-pronged approach to sustainability that reaches across its operations and emphasizes the planet, its products and people, according to Tom Mooradian, PepsiCo’s environmental sustainability manager. “Now, more than ever, it is crucial for CPGs to establish a stance on sustainability and strive to meet sustainable, authentic goals or risk losing credibility with core consumers,” Mooradian said, according to SmartBrief.

unilever foundry

Unilever has pledged that at least half of the new companies it invests in will be female-led startups by 2023, up from 23% today. “A company like Unilever—a big investor in startups and that really uses (its) services and is able to scale them—saying we are interested in having more women-led business in our portfolio is going to trigger lots of actions,” said Aline Santos Farhat, global executive vice president of marketing and head of diversity and inclusion for Unilever.

Most of the company's investment in startups is through its incubator program, Unilever Foundry. Unilever has worked with nearly 10,000 startups since the project was founded.

green america

Ben & Jerry’s, DanoneWave, Annie’s and MegaFood recently collaborated on the development of a global verification standard for food grown in a regenerative manner in partnership with Carbon Underground and Green America. The standard seeks to encourage farmers to restore the carbon cycle and build soil health, crop resilience and nutrient density.

be treatwise

Confectioners such as Mondelez, Ferrero and Mars Wrigley Confectionery plan to carry the “Be Treatwise” label on their brands sold in the United Kingdom to help educate consumers on moderate consumption. The companies have also launched an educational website as part of the Be Treatwise campaign, which was first created by Cadbury in 2006.

roundtable on sustainable palm oil

The Kellogg Co. is exhibiting transparency with consumers in several ways. Amy Braun Senter, director of sustainability for Kellogg, told Packaged Facts that the company works with partners from Roundtable on Sustainable Palm Oil to use palm oil sourced from roundtable-certified supply chains.

sustainable sourcing committment

General Mills has committed to sourcing 100% of its U.S. wheat and other ingredients by 2020 from regions that demonstrate improvement in sustainable sourcing. As of 2016, that portion was 69%. The company lists on the Sustainable Sourcing portal of its website a report card index of the top 10 raw materials sustainably sourced since 2016.

zolli candy

Zolli Candy is donating 1 million Zollipops to schools, dentists and organizations that support oral health education. Zolli Candy founder Alina Morse is expanding the program from its original total of 250,000 lollipops after learning that the company’s products will be featured in Walmart stores. Zollipops, Zolli Drops and Zaffi Taffy are “supercharged” with xylitol, erythritol, stevia and other natural ingredients.