Chicago-based food companies like Mush and Farmer's Fridge are thriving as consumers increasingly shun processed foods in favor of healthier, more natural options. The trend is evident across the industry, with even major manufacturers like Kraft Heinz feeling the pressure to adapt.
A decade ago, Ashley Thompson created Mush, a ready-to-eat overnight oats company that prides itself on using nutrient-dense ingredients and minimal additives. Today, the brand has sold over 200 million cups and caught the attention of Whole Foods, which asked Mush to develop protein bars to be sold at its stores. The company's success is a testament to the growing demand for healthier breakfast options.
Kraft Heinz, once one of the largest food and beverage companies in the world, announced plans to split into two separate companies earlier this year, citing a shift in consumer preferences towards cleaner labels and less processed foods. While some may see this as a negative development, others believe it's an opportunity for the company to pivot and stay relevant.
"Consumers are eating more intentionally," says Thompson. "They're moving away from processed foods and gravitating toward cleaner, simpler, nutrient-dense food because they want to be healthy." This shift in consumer behavior is having a significant impact on the industry, with independent brands like Mush and Farmer's Fridge experiencing rapid growth.
Farmer's Fridge, which offers premade meals like fresh salads and wraps, has been growing steadily for 12 years, while other companies are shrinking. The company credits its success to its ability to connect with customers through social media and highlight the story behind its brand.
Marketing plays a crucial role in drawing customers to these healthier brands, particularly among younger demographics. Consumers want authenticity, and smaller independent brands know how to convey this message effectively.
The Chicago food scene is booming, with corporations and startups competing to meet the growing demand for healthy options. Acquisitions are becoming more common, as larger conglomerates seek out innovative startups that can help them stay relevant in the market.
Vital Proteins, a Chicago-based supplement brand, was acquired by Nestlé Health Science in 2022, while Simple Mills was recently purchased by Flowers Foods for $795 million. These deals demonstrate the willingness of big brands to partner with startups and invest in emerging trends.
As consumers continue to shift towards whole, nutrient-dense foods, Thompson says it's a trend that has been years in the making. "This was my biggest wish," she says, "and it's literally taking place right now."
A decade ago, Ashley Thompson created Mush, a ready-to-eat overnight oats company that prides itself on using nutrient-dense ingredients and minimal additives. Today, the brand has sold over 200 million cups and caught the attention of Whole Foods, which asked Mush to develop protein bars to be sold at its stores. The company's success is a testament to the growing demand for healthier breakfast options.
Kraft Heinz, once one of the largest food and beverage companies in the world, announced plans to split into two separate companies earlier this year, citing a shift in consumer preferences towards cleaner labels and less processed foods. While some may see this as a negative development, others believe it's an opportunity for the company to pivot and stay relevant.
"Consumers are eating more intentionally," says Thompson. "They're moving away from processed foods and gravitating toward cleaner, simpler, nutrient-dense food because they want to be healthy." This shift in consumer behavior is having a significant impact on the industry, with independent brands like Mush and Farmer's Fridge experiencing rapid growth.
Farmer's Fridge, which offers premade meals like fresh salads and wraps, has been growing steadily for 12 years, while other companies are shrinking. The company credits its success to its ability to connect with customers through social media and highlight the story behind its brand.
Marketing plays a crucial role in drawing customers to these healthier brands, particularly among younger demographics. Consumers want authenticity, and smaller independent brands know how to convey this message effectively.
The Chicago food scene is booming, with corporations and startups competing to meet the growing demand for healthy options. Acquisitions are becoming more common, as larger conglomerates seek out innovative startups that can help them stay relevant in the market.
Vital Proteins, a Chicago-based supplement brand, was acquired by Nestlé Health Science in 2022, while Simple Mills was recently purchased by Flowers Foods for $795 million. These deals demonstrate the willingness of big brands to partner with startups and invest in emerging trends.
As consumers continue to shift towards whole, nutrient-dense foods, Thompson says it's a trend that has been years in the making. "This was my biggest wish," she says, "and it's literally taking place right now."
they're proof that people are willing to pay more for food that's actually good for them. and i love how kraft heinz is trying to pivot and stay relevant by splitting into two separate companies 
it's crazy to think about how much of an impact consumer behavior can have on the industry 
! People are finally waking up to the fact that processed foods aren't doing their bodies any favors. I mean, who wants to eat a bag of chips or a sugary cereal when you can have a delicious, wholesome breakfast made with love and care? The fact that companies like Mush and Farmer's Fridge are killing it is just proof that people want better for themselves. And let's be real, the big players like Kraft Heinz are starting to catch on too 
. It's all about adapting to the times and giving consumers what they want: clean labels and nutritious food options. I'm so stoked to see this trend continue and watch more brands rise up to meet the demand 
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! everyone's going clean label and minimal additives, and brands like mush are reaping the benefits 
. and social media is key to drawing those health-conscious folks in, smaller brands know how to connect with their audience 
the chicago food scene is BOOMING 
Food companies are finally listening to consumers. It's about time! I mean, who doesn't want to feel good about what they're putting in their body? The fact that companies like Mush and Farmer's Fridge are thriving shows that people are willing to pay for quality over quantity. And yeah, it's not just about the food itself, but also about the story behind it. Transparency is key, folks! 
. It's about time, if you ask me! 
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. Smaller brands can actually connect with customers on a personal level and build that trust factor 
. It's all about being authentic and telling your brand's story in a way that resonates with people.
. There are so many talented entrepreneurs out there creating delicious, healthy options for us all 
!
️ This healthy eating trend is SO 
. I mean, who wouldn't want to eat food that's actually good for them? 
... but maybe it'll be a good thing for consumers in the long run?
. And I'm not surprised she's getting attention from Whole Foods - her brand is really on point! 
Farmer's Fridge is another company that's doing it right, connecting with customers through social media and sharing their story 
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, it's amazing to see companies like Mush and Farmer's Fridge leading the way with their commitment to using nutrient-dense ingredients and minimal additives.
. Overall, I'm super stoked to be living in a time where healthy eating is becoming the norm