While the ongoing war on sugar is taking a toll on sales of conventional chocolate in the US, it is creating an opportunity for once-niche, better-for-you options, including sugar-free – as long as the taste and experience are not compromised in the trade-off, according to industry players.

After more than a decade of explosive overall growth, year-over-year sales of gluten-free products are starting to slow, according to some consumer data, but industry insiders suggest manufacturers could breathe new life into the segment by pairing gluten-free claims with allergy friendly ones.

No matter how fast entrepreneurs hustle or how good their products are, all companies inevitably hit plateaus that threaten to stall or even kill their businesses, and how quickly they can push through depends in large part on the strength of their branding.

Americans’ obsession with dieting is nothing new, but which diets are in and which ones are out is constantly shifting – creating a marketing nightmare for food and beverage brands that want to link their products to consumers’ desired outcomes.

Collagen has long held a place of worth in the beauty industry for its proclaimed abilities to reverse the signs of aging, strengthen nails and thicken hair, but now it is expanding into food and beverage where its restorative powers are quickly earning it revered superfood status.

For years ready-to-eat cereal has suffered sleepy sales and battled nightmarish consumer perceptions around poor nutrition and lack of convenience, but several natural and organic manufacturers are hoping the reawaken the category with better-for-you options and on-the-go innovations.

Do you ever feel like you are in mortal combat with your business? Like either you are killing it, and orders are rolling in, sales are up and margins are wide – or it is killing you, and there are packing delays, profits are down and you can’t sleep at night?

Given that everything about selling groceries online is different than in brick and mortar stores – including securing the best page placement, bidding on ads that drive discovery and ensuring sufficient stock for fast delivery – it makes sense that manufacturers’ playbook for management and marketing should be different, too.

Once considered simply a children’s snack that parents would sneak when no one was looking, puffs suddenly are everywhere – and for everyone – thanks to their better-for-you profile, new sophisticated flavors, increasingly diverse bases and playful shapes that encourage sharing.

With only one shot to make a first impression, it is essential that images and messages on product packaging clearly communicate companies’ principles and meet consumers’ evolving values.