ARLINGTON, VA – A new report by the Food Marketing Institute (FMI) discusses how to strategically position one’s own brands for success in context with the rising opportunities in health and well-being. The discussion in Delivering Health and Wellness with Private Brands reviews consumer health and wellness trends; brand positioning; relevant messaging and marketing; the regulatory landscape; and suggestions on how to compete for the future.

WHO: Food Marketing Institute

WHAT: Delivering Health and Wellness with Private Brands examines five areas:

  • Section I: Meeting Consumer Needs
  • Section II: Regulatory Guardrails
  • Section III: Strategic Brand Positioning
  • Section IV: Marketing, Positioning and Promotions
  • Section V: Future Focus

WHERE: Available here. Media can request a copy of the report via Heather Garlich,


FMI Chief Health and Wellness Officer Sue Borra, RD, commented on the release of the report, saying, “Shoppers are counting on food retailers, along with their private brands, to be a trusted partner in health and wellness. Today’s consumers are seeking out products that deliver key health and wellness attributes and private brands are poised to deliver on consumers’ personal quests for well-being.  All the trends point to the fact that companies that embrace health and wellness as a core competency within their own brands will be successful in the future.”

FMI Vice President, Industry Relations, Doug Baker said, “Collaboration is at the heart of every private brands program, especially as companies embrace today’s health-conscious shoppers. Recognizing that the consumer health and wellness proposition is having an incredibly positive impact on our industry, the report identifies the most responsible ways to navigate the regulatory landscape and deliver a relevant, credible experience to the grocery customer.”