06/04/2026
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๐จ๐จ๐ ๐๐ซ๐๐ง๐๐ฌ ๐๐ซ๐ ๐๐ก๐๐ง๐ ๐ข๐ง๐ ๐๐๐๐๐ฎ๐ฌ๐ ๐๐จ๐ง๐ฌ๐ฎ๐ฆ๐๐ซ๐ฌ ๐ก๐๐ฏ๐ ๐๐ก๐๐ง๐ ๐๐.
People are still interested in wellness, but not in a way that feels extreme, confusing, or impossible to keep up with. Most people are not looking for another strict routine to follow. They want food and drinks that make everyday life a little easier โ more protein, more fiber, better ingredients, gut health support, convenience, and products that actually taste good.
Thatโs what I explored in my latest Forbes article: how food and wellness brands are reinventing themselves for the modern consumer.
I looked at brands like Daily Harvest, Bulletproof, and Misfits Market, and how theyโve moved beyond the early ideas that shaped their growth. Daily Harvest has expanded from smoothies into more personalized wellness options. Bulletproof has shifted from biohacking and keto culture into more everyday functional wellness. Misfits Market has grown from โugly produceโ into a curated grocery platform focused on value, quality, sustainability, and discovery.
I also spoke with Jaclyn London, MS, RD, CDN, Nutrition Consultant and author; Harry Lewis, CEO of Bulletproof; Ricky Silver, CEO of Daily Harvest; and Jessie Kimsey, Associate Director of Vendor Strategy and Category Innovation at Misfits Market, about what consumers are paying attention to now.
One thing came up again and again: people want wellness that feels useful, trustworthy, and doable.
Not 15 health claims on one label.
Not more complicated routines.
Not a product trying to solve every problem in your life.
Just food and beverages that fit into real routines, support real needs, and still deliver on taste.
Because no matter how strong the mission, trend, or functional benefit is, people are only coming back if the product works for their actual life.
๐ Read the full article here: https://www.forbes.com/sites/jesscording/2026/05/27/how-food-brands-are-reinventing-themselves-for-modern--consumers/