Los Angeles – The snack brand's range is designed to meet the needs of people suffering from irritable bowel syndrome (IBS) or other gut health issues.

Belli Welli’s products avoid common aggravators such as gluten, dairy and sugar alcohols, and are made from plant-based ingredients and contain probiotics. The range was launched with four snack bars in bold flavours – Fudge Brownie, Mint Chocolate, Cinnamon Swirl and Lemon White Chocolate – resulting in a health-conscious yet indulgent snack.

A sense of indulgence also extends to Belli Welli's packaging and brand identity, with colourful, holographic wrapping that steers away from conventional health food branding. The snacks’ square shape tunes in to being a convenient quick fix, while the brand’s language, such as tagline ‘Probiotics in a brownie instead of a pill’, makes it relatable to its target audience.

As we explore in Total Tastes, food brands are tapping into health concerns in a way that balances both flavour and functionality.

American consumers are beginning to recognise the benefits of cell-based – otherwise known as lab-grown – meat, with many saying they would be willing to buy it in place of reared animal meat.

A survey commissioned by plant-based company Eat Just finds that nearly seven in 10 consumers would be willing to make the swap. Of the respondents who said they would consider buying cell-based chicken or beef – 21% for each product – the top reason cited was that the meat is made without killing animals. Meanwhile, some 19% of chicken buyers and 17% of beef buyers said they would make the change because they consider cell-based meat to be a healthier choice.

These findings indicate that a greater awareness of lab-grown meat and its benefits could sway more consumers to opt for non-traditional alternatives.

While the sector remains nascent, brands such as Meatable are reframing the narrative around lab-grown meats, using creative branding to remove doubt among food shoppers.