Andy Daly calls herself The Sugar Doctor, because she believes most health issues arise in the gut where refined sugars cause havoc. Based in London, Andy is dipION, mBANT CNHC registered and GAPS-certified. She has also recently taken her accreditation with the Institute for Functional Medicine (AFMCP), and has completed a plant-based cookery course. Here, Andy explains why your brand should consider working with a registered nutritional therapist…
Many individuals have turned their attention to improving their health and wellbeing; however, a great number of food marketers have taken advantage of this too, misleading consumers with deceptive labelling and packaging to get them to buy more.
Messages and buzzwords are created with psychology in mind. If something says ‘healthy’, ‘low-fat’ or ‘diet’, or has been branded with shades of green, often people buy the product without checking the ingredients list or doing some research into the brand first.
Marketing messages can often fool consumers, even when they think they know better. This is becoming an increasing issue, and many newspapers have begun reporting on this misleading information, plus how many ‘experts’ also lack vital credentials. People are becoming wary of health food claims. So, how do genuinely healthy food brands regain consumer confidence, and set themselves apart?
One way of gaining consumer trust for your brand would be to work with a registered nutritional therapist. This will lend credibility and integrity to your health food company, providing an assurance to consumers that your product genuinely meets the health claims you’re reporting. Being authentic and honest is crucial.
A registered nutritional therapist will lend credibility and integrity to your health food company, providing an assurance to consumers that your product genuinely meets the health claims you’re reporting.
In the UK, The British Association of Applied Nutrition and Nutritional Therapy (BANT) is the professional body for registered nutritional therapists (NT’s). They are uniquely trained to understand how nutrients, other foods and lifestyle factors affect bodily function by considering biochemical individuality. Health brands wishing to find a local nutritional therapist can use BANT’s online directory (or check ‘here’ in Green Contact Book).
Nutritional therapists obtain their qualification to help people lead healthier and more balanced lives. They are health professionals first and foremost, and a source of sound evidence-based information. They are not swayed by fads or gimmicks and have the health of the public at heart. For these reasons they have credibility and respect, and are an assurance that the public is not being misinformed.
Nutritional therapists are health professionals first and foremost, and a source of sound evidence-based information. They are not swayed by fads or gimmicks…
Additionally, nutritional therapists are trained and ready to answer any health-related questions consumers may have. By being available to consumers – whether in store, at events or online – nutritional therapists can instantly help to create a community for your brand. You can be seen as always offering expert knowledge.
Nutritional therapists can also share advice, such as health tips and recipes, and can help foster healthy habits by showing the connection between good health and fresh food, and encouraging families to get in the kitchen together. They can work with you on the ingredients you’re using, the way you’re communicating these, and what their benefits are. All of this can add another dimension to a health food brand. When it comes to food labelling and regulatory issues, their knowledge in nutrition analysis and food labelling claims make them an ideal resource.
Speaking for myself as a registered nutritional therapist, I would only work with products or foods I believe in, and that are in line with my own values. I may also only choose to work with brands that focus on science-based information. I would carefully evaluate products, as well as the information brands would like me to communicate, to ensure that it is both accurate and backed by scientific evidence.
I would not work with brands whose products or philosophy do not match my personal and professional beliefs. I am passionate about health and nutrition, and would jump at the opportunity to instil in consumers the importance of nutrition and a healthy lifestyle. It needs to be the right partnership for both sides.
The more that health food brands choose to work with nutritional therapists, the more consumer confidence in their health claims will increase, and the easier it will be for those genuine health food brands out there to set themselves apart from food marketers who constantly mislead consumers with their publicity stunts and voguish trends.
You can get in touch here to find out more about my work.
If you are a registered nutritional therapist, you can add your business for free to our directory. To find a nutritional therapist to work with your brand, upgrade today. For bespoke support with your branding, marketing and PR, contact us: firstname.lastname@example.org.