Keto-friendly product branding ideation in retail (and beyond)

Last week, AI-based trend platform Tastewise told us that they are seeing a +30% YoY increase in interest in the keto diet among UK consumers.

When averaging out the expected seasonal interest spike in general dieting, interest in the keto diet grew +4% MoM on average over the last year, with Tastewise also revealing that the terms ‘low-carb’, ‘nutrition’, ‘homemade’, ‘protein’ and ‘sweet’ are the five most popular keto claims among the UK consumer base.

This is interesting from a marketing, branding and design perspective. There are many F&B products currently on-shelf in UK supermarkets that can easily fit into the keto diet.

But, with keto still on the periphery of the UK mainstream, many existing brands haven’t yet considered it.

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Chandos Elletson
Chandos is the publisher and co-founder of PURE NPD. A former food writer for The Times, Chandos was also one of the three founders of Restaurant magazine and instrumental in the creation of The World’s 50 Best Restaurants. Chandos is also a winner of the Glenfiddich Food Writer of the Year award.

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