“The Power of Good Ideas”
As we push ahead in 2019, what do your health and wellness goals look like? A lot of us are hoping to improve our lives through diet and exercise – but what if we’re not seeing the full picture?
In the world of functional food & beverage, we are seeing the line between ‘having an added benefit’, and possessing true medical efficacy continue to blur and dissolve. With the new consumer paradigm (healthy, sustainable) and the amount of research going into producing food & beverages that can improve our lives, it’s no wonder we’ve reached this point.
We’re very lucky to be here with Björn Öste and Elin Östman of Good Idea Drinks, a company that is rapidly changing how people think about the impact of managing sugar spikes from meals and snacks. Elin and Björn, thanks so much for being with us today! We’re really excited to pick your brain 😊
Hi, it’s good to be here!
Thanks for having us!
Good Idea Drinks has a fairly unique position from the functional beverages we’re often examining here at Beverage Marketing Association. Can you tell us what led you to develop a drink that helps curb sugar spikes?
Totally agree that Good Idea offers a unique approach to positive lifestyle change. Considering how hard it can be to change habits when it comes to what you put on your plate, our focus is to get people to drink differently. We may appear as just another flavored sparkling water, but we are much more than that. Our addition of a proprietary blend of amino acids and chromium helps the body handle the blood sugar increase you get when eating a carb rich meal. Our flavors are developed to pair well with most meals so the threshold should be really low for anyone to give it a try.
So this time of year, many of us are working on improving our health and wellness for 2019 – and it sounds like drinking Good Idea, would in fact be a good idea! Why are folks often pairing drinking Good Idea with a broad range of larger health and wellness programs, and what type of impact might they be able to expect?
Many of our consumers report that they experience less fatigue in the afternoon when they have had Good Idea with their lunch meal. That is one clear benefit of avoiding exaggerated blood sugar increases. A high blood sugar increase is followed by a dip and that is when you feel tired and start looking for the candy bowl or energy drink. With Good Idea you stay energized without adding any extra energy! We also know that Chromium picolinate has benefits when it comes to weight loss in that it preserves lean body mass much better than many other supplements used during weight reduction. We are also happy to get feedback from people with Type 1 Diabetes that experience better balance in blood sugar when use Good Idea as part of their daily diet. We do not have any formal clinical trials in this group but the amino acids and chromium are likely to improve the action of insulin which ultimately could reduce their need of external insulin.
Let’s talk about the folks who are passionate about Good Idea Drinks (aside from yourselves, of course) – your fans! “Who” are they? Certainly people who care about their health…But are there more specific insights you may have into the demographics of your fans/consumers?
The health aware urbanites in their 20s-40s is of course an obvious group that tend to understand the benefits we bring really well. We also see a beginning trend among the younger generations to actually start caring about blood glucose levels. A trend that is further fueled by influencers such as Tim Ferriss with millions of podcasters following him. (One can only speculate what the emergence of non-intrusive blood glucose measuring devises – think and Apple iWatch – will do to the general public’s awareness of the health benefits of well managed blood sugar)
Paleo and Keto dieters love how our products complements their diets. (Really, is good for anyone on a diet as it helps promote fat tissue loss vs loss of muscle mass.) Nutritionists and dietitians across the country are some of the most ardent supporters of our products as they understand why they are so beneficial for many of their clients. We are targeting office workers as Good Idea is the ideal lunch beverage for anyone that wants to avoid food coma in the afternoon. A particularly interesting audience that keep coming back to us and reporting real relief and improved quality of life are type 1 diabetics. We need to study this group more in detail to understand how we best can support them.
With Good Idea being fairly early on in its US distribution plans, what are some of the pillars of your consumer marketing strategy as you continue to expand? Is providing a platform/voice for your fans a part of the plan?
Very much so. Engaging with consumers using social platforms and blogs is key. We are also doing campaigns in supermarkets, offices and typical lunch restaurants where we tie Good Idea to the lunch occasion so more and more get to experience the immediate benefits of the product.
Finally, I love to finish our interview by looking ahead. Can you tell us 3 trends you see coming that you think will have a major impact on healthy drinking behaviors over the next few years?
1) The idea of measuring and controlling blood sugar is definitively picking up as already stated. With lightly intrusive CGM-devices on the market today we already now see how this proves to radically improve diabetes care programs as well as weight loss and weight management trends. Add to that next generation of non-intrusive measuring devices that will come on market over the next couple of years and we will see others than diabetics/pre-diabetics really look at controlling and regulating their blood sugars.
2) Corporate Wellness programs continue to grow as employers continue to invest more into the health of their employees in exchange for lower insurance premiums and higher productivity.
3) The trend of moving away from sugar and sweeteners is hardly new but continues to gain momentum driving more and more consumers to healthier beverages.
Elin and Björn, thanks so much for taking the time to share such Good Ideas with us. Wishing you great success and excited to see what comes next!
Thanks for having us!
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