Brand Tone

Enthusiastic, Innovative, Educational, Approachable, and Purpose-Driven, with elements of Playful Boldness.

Brand Values

• •Health & Wellness: Commitment to improving gut health and overall wellbeing through nutritious, fiber-rich foods.
• •Sustainability & Environmental Responsibility: Actively reducing food waste by upcycling produce trimmings.
• •Innovation: Pioneering new solutions for fiber consumption, utilizing unique ingredients, and crafting exceptional flavors.
• •Quality & Taste: Insistence on making healthy food "seriously delicious," leveraging flavor expertise to create high-quality products.
• •Transparency & Education: Openly sharing information about ingredients, processes, and the benefits of their products.
• •Accessibility: Making it simple and enjoyable for consumers to meet their dietary fiber needs.
• •Community & People-Centric: Focusing on benefits for "people, pleasure and Planet."

Best Practices

• •Lead with "Deliciously Purposeful" Language: Always intertwine the delightful taste experience with the brand's strong mission. Every piece of copy should reflect that Floura is both enjoyable and making a positive impact.
• •Maintain an "Educate & Excite" Balance: Share informative facts about fiber, gut health, and upcycling in an engaging and uplifting manner. Avoid dry, overly clinical language; instead, foster curiosity and enthusiasm for wellness.
• •Be "Innovatively Approachable": Communicate new ideas and the "next-gen" nature of the products using clear, relatable terms. Highlight Jeni Britton's expertise in a way that feels like friendly advice rather than a corporate directive.
• •Channel "Confident & Playful Positivity": Use bold and spirited language when encouraging consumers to "crush" their fiber goals or embrace a healthier lifestyle. This confidence should always be positive and inviting.
• •Consistently Tell the "Upcycling Story": Reinforce the sustainability narrative by explaining how "trimmings" are transformed into "nutritional gold." This unique selling proposition differentiates Floura and resonates with conscious consumers.

Social Perception

Floura is perceived by customers as a provider of exceptionally tasty and high-quality healthy snack bars. The brand is recognized for its innovative use of upcycled ingredients and its unique approach to making fiber appealing. Consumers highly value Floura's mission-driven aspects, particularly its commitment to sustainability and promoting health. Jeni Britton’s association with the brand builds trust and sets high expectations for flavor and quality. The products are seen as a reliable and convenient solution for increasing fiber intake with natural, clean ingredients.

Copy Examples

• •Headline: Finally. Fiber That Doesn’t Taste Like... Well, You Know. Body: We’re Floura, and we’re officially making fiber delicious. Founded by Jeni Britton, our upcycled fruit bars are packed with 13g of fiber and 12 diverse plants. Good for your gut, great for your taste buds, and amazing for the planet. [Inspired by 3, 4, 11, 18] (Tone: Approachable, Enthusiastic, Purpose-Driven)
• •Headline: Meet Your New Crush: Fiber, But Make It Fierce. Body: Tired of boring health food? Floura’s next-gen fiber bars are here to revolutionize your snack game. We upcycle "hidden hero" fruit trimmings into vibrant flavors that pack a 13g fiber punch. Taste the change! [Inspired by 3, 10, 16, 32] (Tone: Playful, Bold, Innovative)
• •Headline: Goodness From The Ground Up (Literally!). Body: At Floura, we transform rescued fruit rinds and cores into nutritional gold. Each bar helps reduce food waste AND delivers 40% of your weekly plant diversity. Deliciously smart, sustainably made. [Inspired by 4, 11, 18, 32] (Tone: Purpose-Driven, Educational, Innovative)
• •Headline: Unlock a Happier Gut with Every Delicious Bite. Body: Did you know 95% of Americans don't get enough fiber? Floura, from ice cream legend Jeni Britton, makes it easy and irresistible to get your daily dose. Fuel your wellness with 12 whole plants per bar! [Inspired by 3, 4, 18] (Tone: Enthusiastic, Educational, Approachable)
• •Headline: The Future of Snacking is Here. And It’s Seriously Delicious. Body: Floura is more than just a fiber bar; it's a movement. We're upcycling for the planet, packing in plant diversity for your health, and creating mind-blowing flavors, all thanks to Jeni Britton. Join us and taste the good. [Inspired by 3, 4, 10, 11] (Tone: Innovative, Enthusiastic, Purpose-Driven)