“Five years ago, the grocery store looked so different,” agreed Leland Drummond, the cofounder of Azione, a PR agency that has represented an array of functional food brands and has seen firsthand the proliferation of these products. “Now there are probiotic drinks. There are a million different kinds of milk. There are a million different kinds of eggs and plant-based meats.
Functional foods are doing exceptionally well at New York City-based better-for-you convenience store, The Goods Mart, too. “Customers are pulling them off the shelf to read about their ingredients,” Krupa said. Prior to starting, Gwell, Sugai and her sister created a website centered around natural beauty on a global scale. It was through her travels that she learned about ingredients like ashwagandha and maca, among others and decided to infuse them into her baked goods. “We don’t brand ourselves as a health product,” she said. “They are indulgent treats that happen to haveEducation is an important factor for Gwell. The brand highlights the cultural elements of each ingredient and where it originated.
Another brand looking to disrupt notions around food is Phasey, a line of functional pantry staples that are geared towards improving reproductive and sexual health. Products include period or sex chocolates, $7 per piece, and flaxseed blends, $12. “The world and society taught us to feel bad about our reproductive health, about our periods, about sex, and Phasey is here to undo that,” said the brand’s founder Asha Carroll.
Another brand forging a new path is Deux Enhanced Cookie Dough. During COVID-19, Deux founder Sabeena Ladha was taking a slew of supplements like elderberry, vitamin C, zinc and vitamin D, to name a few, and wanted a solution that fused immunity with a healthy indulgence. Deux was her answer. The vegan and gluten-free cookie dough is available in flavors like chocolate chip, brownie batter and peanut butter.
The mission of Goodfish is to make an easy-to-eat product and something relevant to a consumer’s diet. “We believe there are many more sophisticated products that can be developed and we have a supply from a sustainable, transparent source and the ability to convert that into the number of adjustable products that have benefits, whether they’re ingestible or whether that’s topical with marine collagen.
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