Enjoy Life Expands Digital, Mobile Technologies
Enjoy Life Foods has expanded its digital and mobile technologies to reach the millennial demographic driving the free-from space with the addition of loyalty-based app Ibotta, nutrition and food allergy research app ContentChecked, and Ingredient 1, a food-based app that takes the guesswork out of finding the right products, tastes and preferences through label transparency for thousands of specialty foods.
The new technologies are intended to better help the brand meet the needs of consumers ages 18 to 34.
Engaging a key demographic
“Millennials are the driving force behind the Free-From boom, and with 60 percent of the demographic keeping potentially harmful ingredients in mind when purchasing their food, it was important that Enjoy Life position itself early on to reach them where they gain most of their product knowledge – on their mobile devices,” said Joel Warady, chief sales and marketing officer of Enjoy Life Foods. “With the new digital and mobile technologies that Enjoy Life has integrated into its program, we believe we are better positioned as a brand to reach the Millennial consumer than any other brand out there.”
The integrations follow Enjoy Life’s recent leadership expansion to bolster aggressive growth across North America, further strengthening the demand for free-from from the 84 percent of Americans buying free-from foods because they believe them to be more natural or less processed, according to Mintel.
Fun interaction
“Consumers are always looking for new ways to learn about and interact with their favorite brands, and Ibotta is thrilled to have partnered with Enjoy Life to effectively reach Millennials in a fun and interactive way that raises brand awareness and engagement in the palm of their hands,” said Kane McCord, COO of Ibotta. “Having successfully worked with more than 500 CPG brands, Ibotta is excited to provide an easy way for Millennials to shop for Enjoy Life online, submit receipts and link their loyalty accounts. Through our partnership, Enjoy Life is truly positioning itself as an early adopter and a front-runner in the adoption of mobile technology in the free-from space.”
In addition to purchasing Enjoy Life products via mobile platforms, Enjoy Life is available at Whole Foods Market, Kroger, Target, Sprouts Farmer’s Market, Walmart, Albertsons, Vitacost.com, Amazon and more.
Schiller Park, Ill.-based Enjoy Life Foods, part of Mondelez International, features a portfolio of Certified Gluten-Free and Non-GMO Project Verified cookies, snack bars, cereals and baking ingredients that are free-from the eight most common food allergens, identified as wheat, dairy, peanuts, tree nuts, egg, soy, fish and shellfish.