Health: A Convenient Choice

Healthy minds and bodies are some of the few things that never go out of style. Entrepreneurs are constantly coming up with products that drive this trend of being active and eating right.  Luckily, they’ve come up with some innovative ways that make it easy for us to incorporate a balanced diet into our hectic schedules.

Baby Carrots definitely made a huge splash in the vending machine market with their dynamic campaigns, targeting younger generations with bold videos and clever packaging.  Their strategy of associating their product to junk food (eat’em like junk food) is effective in capturing kids and teens, but by doing so, they’ve limited their audience to kids in school and perhaps made it difficult for themselves to introduce differentiated products in the long-run.

Image source: Baby Carrots

The geniuses behind Baby Carrots weren’t the only ones to venture into the vending machine market. I stumbled across a Barcelona company, Lo Fresco, who also introduced a vending machine, named “Lof”, featuring only healthy snacks. The concept of the Lof is nearly identicle to Baby Carrots, but they have taken a different approach with their marketing.  Lof is designed to appeal to consumers from any generation with an apetite and a healthy conscience. These machines are appropriate not only in schools, but in any location, including offices.  They also dispense a variety of products, offering consumers more choice and satisfying different taste buds.

Two companies with two completely different marketing strategies have capitalized on the convenience and accessibilty of vending machines, redifining the type of foods that are associated with being on-the-go.  No matter which approach companies are using to substitute junk food with healthier alternatives, our attitudes toward food is, with no doubt, heading in the right direction.