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Have You Got Male?

Is meat manly? Is salad feminine? Is there anything about beer that actually makes it more manly than wine? Your answer may be no, but today, unhealthy eating habits and foods (think fries and nachos) are still associated with masculinity while healthy eating habits and foods (think salad and organic ...

The Straw Days are Over

Plastic straw’s days may be over and we can thank a turtle! The anti-straw movement may have first picked up steam because of a viral video of a turtle that started going around in 2015. A Texas A&M graduate student was out tagging turtles as part of her research in ...

The Science Behind Cravings

I’ve been talking about the health-conscious consumer for a long time now, so I know even the healthiest people give into cravings every so often. And that’s because food cravings are just as powerful as--if not more than--our need to eat healthy. What a conundrum for consumers and what an ...

Irresistible insights from 3 Women CEOs

As I settle into my new role as CEO of Sawtooth, you better believe I’m watching and learning from some of the top female CEOs in my favorite part of the industry, food and wellness. These women are much more than CEOs. They’re disruptors: they’re transforming the way consumers experience their ...

What makes a brand truly Irresistible? You might be surprised.

Chop’t, Aleve, So Delicious, RiteAid, Happy Baby/Happy Tot, Larabars, Polar, Nutella, Baskin Robbins, Goldfish, Snapple.What do these brands have in common? High consumer knowledge and the highest I-Factor®scores in their category.I love figuring out what makes a brand Irresistible. It’s not just cool (which it is), it’s crucial. It’s information a ...
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