We've seen that ancient grains have been receiving a lot of attention in the marketplace, with companies like Quaker Oats and Kellogg's looking to expand their product offerings to include grains like millet, quinoa, and sorghum - all of which boast a stellar nutritional profile. But it turns out, many of these products are really no healthier than those made with their wheat counterparts. In fact, certain products containing ancient grains can have five times as much sugar as their “contemporary grain” alternatives! Consumers seem to be more willing to pay extra for products with ancient grains, so the positioning of ancient grains as healthier and of higher quality makes sense, but the brand promise needs to be supported by the actual product. Eventually, consumers will become more aware that what they're buying isn't actually what they're enjoying. Trends like these flame out faster than expected, due to consumer disenchantment. It's even more important to note that, in today’s highly connected world, information quickly spreads and consumers have never been more aware of what they’re buying. The market for ancient grains might be in for a rude awakening, sooner rather than later! Don't let trends pass you by, and make sure you have the brand storytelling that can outlast any fad - contact us today.
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