Do Consumers Give An F About Functionality?

Functionality is everywhere – but are consumers buying the benefit or seeing right through it?  This week, we dig into the rise of protein- and fiber-enhanced snacks from Khloud, Doritos and Smartfood, the growing buzz around colostrum, and a troubling new study on avocado oil authenticity. Plus, we explore the enduring appeal of pickle flavor, Grillo's winning collaboration strategy, premium dates and the surprising technology behind Air Up.  Show notes: 0:20: Ken's Leftovers. A Function-Forward Discussion. Educate Me. It's Not What You Bought. Slurp Up. – Ray digs into a grab bag The Beverage Whisperer left behind after his recent visit to the office, including a zero-sugar sports drink from the U.K. that sparks a conversation about better-for-you sports drinks and the growing popularity of alcoholic sports beverages. The hosts then turn to functionality, sampling Khloud's new protein- and collagen-enhanced chips, Doritos Protein chips and Smartfood Fiber popcorn. They discuss whether consumers actually care about added functionality in familiar products – or if brands are simply layering trendy benefits onto legacy favorites. The conversation continues with the growing buzz around colostrum and the education required to make sense of increasingly popular functional ingredients. The episode then moves to a troubling study on avocado oil, the enduring popularity of pickle flavor and Grillo's remarkable track record of brand collaborations, before wrapping with premium Rancho Meladucco dates and Air Up's unusual approach to flavoring water through scent. Brands in this episode: Posca, Super Lyte, Goldilocks, Khloud, Quest, Doritos, Smartfood, Ancient Nutrition, Mission Craft Cocktails, Grillo's, Firehook, Ithaca, PBR, V8, Utz, Liquid I.V., Pop-Up Bagels, Burt's Bees, Hippeas, Rancho Meladucco Date Farm, Date Fix, Air Up, Szent