Platitudes about change abound, but here’s one thing you won’t see on a motivational poster backed by a scenic mountain photo: Change is hard.
It’s supposed to be. Change is risky, scary, inconvenient, messy. And we see it all, up close. Food and wellness brands come to us when they’re on the brink of change or in the thick of it — change that they haven’t anticipated and don’t necessarily want, often brought on by rapidly shifting consumer preferences and a turbulent retail landscape.