HealthSense®

Enabling consumers to demand more from wheat-based products.

The Challenge

Consumers recognize they need to include more fiber in their diet, as most Americans get less than half of the recommended amount per day. But foods traditionally high in fiber aren’t associated with great taste or indulgence.

A 125-year-old ingredients manufacturer, Bay State Milling, wants to change this paradigm.

Their product, HealthSense® High Fiber Wheat Flour offers:

  • 10x the fiber of regular flour.
  • A 1-to-1 swap to traditional white flour with no need for reformulation.
  • The same eating experience as white flour with a cleaner label.

Allowing CPG brands an opportunity to WHEAT BETTER™. And this benefit is great, except it required a complete shift in perception of both fiber and flour.

The Opportunity

Bridge the gap between manufacturer needs and consumer expectations.

Our in-house research, consumer surveys and competitive audits showed audiences were eager to try high fiber items, but the addition of high fiber needs to be indetectable in the consumer’s food experience.

If we could communicate to food manufacturers that HealthSense® High Fiber Wheat Flour delivers the same functionality as white flour, while meeting consumer demand for a better nutritional profile, we knew we could revolutionize the wheat game.

The Solve

It’s time to WHEAT BETTER™.

  • Revamp and rebrand with imagery that focuses on the delicious wheat-based products consumers know and love to showcase how manufacturers don’t have to change formulations — or their consumers’ flavor preferences — to offer increased fiber.
  • Simplify messaging and create a claims hierarchy to appeal to food manufacturers AND their consumers.
  • Sample products made with HealthSense® High Fiber Wheat Flour with thought leaders at SXSW so they can experience firsthand the accuracy of our unbelievable claims.

The Results

A movement grounded on generating demand in the B2B space. WHEAT BETTER™ has generated:

  • 1.72M B2B impressions
  • 2.2K touch points with leading CPG and foodservice manufacturers
CLOSE