Insights from Michael Fisher, Founder of Rotten

In categories like candy, snacks, and beverages, no one is buying based on benefits alone.

They’re buying what looks good and tastes great. If your product doesn’t appeal to anyone, the benefits won’t matter. Below, we break down how to build a brand that grabs attention first, and delivers the benefits after.

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For founders who are:

• Building a modern, benefit-driven health brand
• Competing in crowded categories like candy, snacks, or beverages
• Seeking smart ways to grow without a massive ad budget </aside>

Build a brand and they will come

You can’t outspend legacy players. So you need a brand that stands out without paid ads. That means building entertainment into everything, from packaging and naming to launch strategy.

What to try:

• Create a visual world with characters, tone, and a clear voice
• Use visual storytelling across your site, packaging, and social
• Think like a content studio: how would this brand show up on screen?

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Entertainment-first branding wins where big ad budgets can’t compete. Think characters, tone, and storytelling—not just health claims.

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Validate the problem, not just the product

Your product might taste great. But if it looks too functional or “healthy,” it can feel off-putting. Most shoppers aren’t willing to give up taste, fun, or familiarity — even for better ingredients.