Brand Tone

Aspirational yet approachable, encouraging, positive, and educational. The language is clean, confident, focusing on health without sacrificing flavor. It can be more playful and energetic on platforms like TikTok while maintaining the core message.

Brand Values

• •Health & Wellness
• •Quality & Transparency
• •Taste & Enjoyment
• •Innovation
• •Community

Best Practices

• •Always Pair Health with Flavor: Never mention a health benefit (like low-carb or grain-free) without also highlighting taste and enjoyment. The brand's magic is in the "and," not the "or."
• •Use Positive and Empowering Language: Employ words like "discover," "enjoy," and "feel-good." Frame the products as an upgrade to a lifestyle, not a restriction.
• •Maintain Transparency: Regularly refer to the "simple," "clean," or "plant-based" ingredients. This builds trust and appeals to discerning consumers.
• •Leverage the Founder's Story: Weaving in the personal story of why the brand was created adds authenticity and emotional connection. This is a powerful tool for "About Us" pages, and occasional social media posts.
• •Keep the Visuals Cohesive: Ensure that the bright, clean, and appetizing visual style is consistent across all platforms. The copy should complement this aesthetic, creating a unified and appealing brand experience.

Social Perception

Largely positive, especially within the health-conscious community. Customers praise products for taste and for being satisfying alternatives for low-carb/gluten-free diets. The brand is seen as trustworthy and high-quality in the "better-for-you" food space, effectively delivering on its promise implied by the name "Actually Good Food."

Copy Examples

• •That weekend pasta feeling, now with a feel-good ingredient list. Our Un-Pasta is crafted from plants, packed with protein, and ready for your favorite sauce. Who said you can't have it all? #ActuallyGoodFood #GrainFree #PlantBased
• •Familiar Foods, Reimagined. Discover crackers and pastas that are actually good, and actually food. Simple ingredients, unbeatable taste.
• •Tired of choosing between your health goals and the foods you love? With Actually Good Food's grain-free pastas and crackers, you don't have to. Made from plants, loved by all. Shop now and rediscover your favorite meals!
• •Glow-up your mac & cheese game ✨ High-protein, low-carb, 100% delicious. #healthyeats #ketohacks #foodtiktok #actuallygood
• •Your Favorite Comfort Foods Are Back on the Menu