Based on the Vdriven Masterclass presented by Luke Abbott
Better For You 3.0 is the next stage of the better-for-you movement. Shoppers no longer settle for clean labels or trendy ingredients. They want science-backed functional foods that deliver real, measurable benefits.
In our latest Vdriven masterclass, Founder & CEO Luke Abbott explained what this shift means for CPG brands and how to build products today's shoppers are actively looking for.
Better-for-you products have gone through three clear stages:
| Stage | Focus | What shoppers asked | Example brands |
|---|---|---|---|
| BFY 1.0 | What's not in it | "Is it free of artificial stuff?" | Annie's, RXBAR |
| BFY 2.0 | What's in it | "Does it have functional ingredients?" | Olipop, Poppi |
| BFY 3.0 | Does it deliver? | "Is there enough to actually work?" | Huel, Grüns, Thorne, Dose |
In BFY 1.0, labels like "no sugar" and "no artificial colors" were enough. In BFY 2.0, brands added ingredients like prebiotics and ashwagandha. In BFY 3.0, shoppers want to know how much of each ingredient is in the product, whether that amount is backed by research, and whether they'll feel the difference.
The data Luke shared shows a big change in consumer expectations:
Investors are paying attention too. Some of the biggest recent CPG exits, including Huel, Grüns and Thorne, were brands with science behind their claims.
Grüns is one of the clearest BFY 3.0 success stories. According to Luke, the brand:
One of the biggest functional food trends is supplement-style ingredients showing up across the grocery store:
What this means for brands: Shelf placement is getting more complicated. A caffeinated gummy may sell faster in the snack aisle, but some retailers may not want it there. Expect each retailer to decide differently.
Even brands heading in the right direction can fall short. Watch out for these gaps:
As shoppers and retail buyers learn more, these gaps will be harder to overlook.
Use this checklist to see whether your product is ready for BFY 3.0:
Bonus tip: List ingredient amounts in mg or g on the package, and share the research behind your claims on your website.
Equip, a beef-protein powder brand, went from $0 to about $100,000 a week at Sprouts nationally in just three months. Here's what worked:
Smaller brands can get similar buzz with user-generated content platforms like Hummingbirds.
Better For You 3.0 is the current stage of the better-for-you category. Shoppers expect products to deliver real, science-backed benefits, not just clean labels or trendy ingredients.
Protein will stay strong, fiber will keep growing, and more products will combine several benefits, such as a protein coffee with added fiber and a nootropic.
Yes. Delicious, clean products still have a strong place in the market. Functional benefits matter most for brands aiming to scale fast or raise capital.
Lead with taste, then clearly state the functional benefit and the ingredient amount. Use the back of the pack and your website for more detail.
Coupons and promotions are key for driving trial in a brand's first few years. Over time, brands should cut back and watch whether sales hold up after each promotion.
Yes. Check whether your ingredients are GRAS (generally recognized as safe), and work with a regulatory expert before making health-related claims.
Better For You 3.0 is about proving your product works. The CPG brands that win will pair great taste with transparent, science-backed benefits and explain those benefits quickly on a crowded shelf.