Healthy snack copywriting – considerations for small businesses

Are you a healthy snack manufacturer? Not sure what to write on your website or product packaging? Then this post about healthy snack copywriting is for you.

Consumers these days are becoming more health-conscious. And who can blame them, with the rise of lifestyle diseases like diabetes and hypertension?

That’s why today’s consumers are placing a premium on health and wellness, which includes making the shift to a heart-healthy diet and purchasing healthier foods—including snacks.

Take a look at these stats

It’s a great time to be in the better-for-you snacks and food products business – just take a look at these encouraging statistics:

  • In 2018, the global healthy snacks market size was valued at USD 23.05 billion (Source)
  • 6 out of 10 consumers buy snacks as part of their weekly grocery shopping (Source)
  • 57% of consumers go so far as to replace meals with snacks (Source)
  • 89% of Millennials eat at least one better-for-you snack per week (Source)
  • The healthy snacks market is expected to reach USD 32.88 billion globally by 2025 (Source)

But that doesn’t mean it will be easy to land customers, increase sales, or grow your business.

The healthy snacks market is incredibly competitive.

New players – with innovative ideas – are emerging all the time. And with what are generally pricier products, better-for-you (BFY) snack manufacturers are on double duty.

They have to attract shoppers while simultaneously justifying the higher price tag.

To succeed, healthy snack manufacturers need a winning combination of:

  • a tasty product made with the right ingredients;
  • eye-catching packaging;
  • and copywriting that resonates with shoppers.
Image shows jars of homemade jams and spreads on display. 
When it comes to healthy snack copywriting, you need a message that resonates with shoppers.
Photo: Unsplash/Jason Blackeye

Healthy snack copywriting for small businesses

It’s not enough for snack manufacturers to invest in high quality, mouth-watering food imagery.

Equally important is what you write about your products—on product packaging, your website, online stores, and on social media.

The right words are powerful enough to elicit an emotional and physical response for your product. That is, have people craving for your item and making a purchase.

So how do you craft great web and packaging copy for your healthy snack product? Consider the following points before you put pen to paper.

Analyse your target market

One of the first things you’ll want to do is take note of your target market. Ask the following questions:

  • Who are your ideal customers?
  • Are they already somewhat familiar with your type of product?
  • What are their needs, wants, preferences, and priorities when it comes to snacks?
  • How will you attract their attention and appeal to them?
  • How will they consume these snacks?

Once you have a solid understanding of your target market, you can then get into the nitty-gritty of what you’re going to write.

What tone will you use?

There’s obviously room for flexibility depending on the occasion (or platform) but ideally, you’ll want to be consistent across all marketing touch points.

So before you start writing, think about what kind of tone would work best for your target market.

Here are just a few examples:

  • Fun and playful?
  • Professional and serious?
  • Down-to-earth and approachable?

Your tone should preferably align with other marketing elements including graphical components, design, and packaging. You want a cohesive look and feel.

Image shows six open face sandwiches with healthy toppings. When it comes to healthy snack copywriting, make a list of the words will you use to describe your snacks.
Image: Unsplash/OLA Mishchenko

What words will you use to describe your snacks?

Remember that your products are competing with traditional snacks as well as healthier alternatives like fresh fruits and vegetables.

While consumers want to be healthy, they might also have the impression that BFY products simply aren’t as yummy as other options on the market.

Communicating what customers can expect in terms of taste and texture can be of immense value in generating interest for your snack.

Start by making a list of relevant sensory words in addition to other adjectives that you can use for product descriptions or on packaging.

For example: ‘crunchy’, ‘fruity’, ‘decadent’ and so on.

PRO TIP
Speaking of words, don’t forget about SEO. Make sure you research and incorporate suitable keywords to help your website rank better on search engines.

What kind of content will you need?

Before you start building your website, think about the pages and content you will need to populate it with.

For example:

  • What kind of information will your customers be looking for?
  • What do you need to include to convince them to buy your product?
  • What kind of content will improve your website’s visibility on the internet?

How much space do you have?

A product’s packaging and design elements will impact what you write and just how much of it.

For example: If your snack will be sold individually – that is, not in a box – you would have less space to work with.

Priority will be given to all legally-required components such as nutritional information, ingredients list, allergens, expiration / best-by dates, and so on.

In that case, you’ll have to be extra thoughtful of your copy. You want to make the greatest impact given the limited space you have.


Struggling to find the right words for your healthy snack website, product description, or product packaging?

Does what you’ve written sound boring, lacklustre, or just a little too much like the competition?

Then it’s time to hire a professional copywriter! E-mail me today for more information.