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market. This honey is from Canada and has a thicker consistency – it’ s more of a spread than a‘ pour’ – and because of that, we’ re able to do lots of things with it. We have a turmeric honey, a cacao honey, berry, ginger spice, and my personal favorite, the cinnamon spice, and they’ re all this spreadable raw honey. It dovetails into where we want to position our company going forward; we’ re not just offering you what we think is the best sweetener option, we’ re offering you something for your lifestyle.”
Lifestyle partner
With an increasing number of people prioritizing healthier options, Wisdom’ s portfolio supplies perfect alternatives to the sugary, artificial products currently available, allowing its consumers to still satisfy their sweet tooth without compromising their wellbeing. Maintaining its market position, the company is looking to new horizons, constantly innovating and evolving alongside its consumers whilst remaining true to the original attributes that made Wisdom so successful.
“ Later this year, we’ re going to be introducing a new campaign, almost like a rebrand in a way, focusing on our SweetLeaf brand and really communicating with our consumers that we are a true lifestyle partner, particularly when it comes to product development,” Michael explains.“ We look at what our consumers expect from us and what our consumers are doing, but we also look outside of the sweetener categories and see what other products we can develop.
“ My father being the first person to introduce stevia to the marketplace gave us that first-to-market notoriety; how we maintain that position is by remaining true to ourselves and our core consumer. We focus on the natural channel, ensuring that we stay true to the promise we made to our consumers years ago to provide the highest quality, allnatural products within the space. Everything we take for granted today – natural foods or the concept of‘ food as medicine’ – didn’ t exist
back in the 1980s, and we feel that it’ s very important to maintain that legacy.”
Goodness, wellness, and deliciousness
Looking ahead, the spotlight will continue to shine on Wisdom Natural Brands as it leads the natural foods industry. James May and his family’ s creation has had a monumental impact on, not merely the industry as a whole, but on consumers all across the globe, introducing the world to the benefits of stevia and advocating for goodness, wellness and, most importantly, deliciousness. The future holds a plethora of exciting new ventures and Michael is enthusiastic to see the company continue to grow and nourish more consumers everywhere.
“ When a lot of companies put on a marketing campaign, it’ s very one-directional. I want us to be two-directional. I want to ensure that our consumers feel like they have a voice and that we are creating the types of products that they really want,” Michael says.“ We’ re really excited about the future. After Covid, this feels like the first year the industry’ s coming back to itself in such a way that we can feel excited for the future of the natural products industry and what it can provide. We’ re also really excited to see what we can do as a company to better develop our products for our consumers by looking into new markets, channels and categories. That’ s really important for us; we can grow by introducing more products and bringing new consumers into our brand.” ■
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