Branding of Wellie Wellness: The Weight of Words

Health Buzzwords Everywhere – But Where’s the Flavor?

We’re surrounded by food labels shouting “anti-inflammatory,” “plant-based,” “clean eating,” “healthy gut,” “gluten-free,” “low-carb,” and “low-sugar.” These labels sound impressive — even virtuous — but there’s one glaring omission: no one is talking about how these foods taste. Why?

America’s Growing Problem: Obesity

It’s simple. America has a weight problem. Over 65% of adults are obese, with another 10% well on their way. The average woman, standing 5'4", weighs 172 pounds — her ideal weight? Closer to 120. Even adding 30 pounds puts her squarely into the obesity category at 150. Men are in the same boat, often worse. The average American female has a 38.7-inch waistline (35 inches is considered obese), while men average 41 inches.

The Illusion of “Healthy” Eating & “Good Food”

Enter companies like Hungryroot, branding their foods with health halos. The promise is simple: if you eat “clean,” the weight will melt away. But that’s not reality. Here’s the truth:

People are still eating 60+ bites per meal, just now with “health food” instead of junk. But a bite of salmon, avocado, or almonds — while nutrient-rich — is still calorie-dense. So even if you feel virtuous, the calories still count. But the branding makes it seem like calories don’t exist anymore — because “health.”

We’ve been trained to divide food into “good” and “bad.” And when we eat “bad,” we internalize guilt — and that leads to binge behavior. It’s the classic cycle:

1. Eat a cookie → feel bad

2. Feel bad → eat more cookies

3. Blame the cookie, not the pattern

Sugar gets demonized as if it’s worse than heroin, yet plenty of research shows sugar in moderation, within a balanced meal, doesn’t wreak havoc on your body or your weight. It’s the context — not the cookie — that matters.

Street Cookies and Supersized Logic

Take CRUMBL cookies — a shop just 50 steps from my door in NYC. These cookies are enormous, easily enough for three desserts. Yet people eat them like snacks, standing outside, not even pairing them with a drink — and certainly not after a meal.

Some even buy multiple because — you guessed it — “more is cheaper.” Supersizing has trained us that value equals quantity, not quality. Meanwhile, no one seems to understand what a meal is anymore.

From Diet to Wellness: A Branding Evolution

Since 1963 and the rise of Weight Watchers, we’ve seen the language evolve:

• First it was “dieting”

• Then it became “fitness & nutrition”

• Now it’s all about “wellness”

Why the change? Because each version failed, and the only solution was to rebrand. But make no mistake — it’s all marketing. These companies aren't solving problems; they’re selling you what you want to hear.

The Real Health Crisis

The stats are chilling:

• 100 million Americans have fatty liver disease

• 96 million are prediabetic

• 50 million have diabetes

• Most have high blood pressure and high cholesterol

At some point, branding won't work anymore. Dead people don’t buy subscriptions.

A Lesson from Japan: Real Food Culture

Contrast this with Japan. Walk any Tokyo street and you'll see small, satisfying meals eaten with intention. Their obesity rate? 3.8%.

Why? They live by a principle called “Hara Hachi Bu” — eat until you’re 80% full, not stuffed. Meanwhile, in America, we eat until we’re at 200%. Our stomachs are desensitized and stretched. We don’t recognize hunger or fullness. We’re never satisfied.

Fortunately, awareness helps. The 80Bites app is free and helps you track how many bites you take per meal. Most people take 60+ bites — and that’s a sign that:

• Your stomach is out of tune

• Your hormones are dysregulated

• Your hunger cues are broken

It’s not about guilt. It’s about reconnecting with your body so you stop being a bottomless pit and start living longer.