Here's how you can adapt to the growing emphasis on health and wellness in Food & Beverage Operations.

Themed meals and eating areas createCreate meals that target specific wellness goals, such as stress reduction, immunological boost, or performance enhancement. Create an atmosphere that reflects these themes, incorporating natural materials and relaxation techniques, but also taking intoInteractive seminars and cookery lessons, led by dietitians or chefs, educate customers on healthy cooking and help them to make informed decisions. Collaborate with local farms or fitness centers to offer a complete wellness experience. Finally, offer meetings with on-site health experts who can tailor nutritional recommendations to specific requirements and preferences.

A relevant and health-forward portfolio must address consumer needs unique to the market in question, from a taste, affordability, accessibility and nutrition perspective. Are your consumers using GLP-1 agonist meds for weight loss? They will need targeted product solutions. Do they need convenient, affordable products? Innovating towards these needs will always be more effective than adapting a portfolio for “health trends” which is much too general.

Quality is a relative term, therefore choosing quality ingredients should be based on your customer’s goals and preferred ingredient attributes. For example, organic is great but doesn’t always mean “healthy”. One thing that can always help is ensuring transparency.

Menu Diversification Infused Waters: Offer a variety of infused waters with natural flavors from fruits, herbs, and vegetables. Popular combinations include cucumber and mint, lemon and ginger, or strawberry and basil. Herbal Teas: Provide a selection of herbal teas, such as chamomile, peppermint, or hibiscus, which are caffeine-free and offer various health benefits. Fresh Smoothies: Create smoothies using fresh, real fruit and vegetables. Avoid added sugars and focus on natural sweetness from ingredients like berries, bananas, and greens. Menu Descriptions: Clearly describe the health benefits of each beverage on the menu. Highlight features such as "low in sugar," "rich in antioxidants," or "naturally hydrating."

Tapping into the expertise of registered dietitians and other credentialed health influencers is a great way to promote health-forward menus while ensuring credibility. Brands that partner with uninformed influencers are risking their health positioning all together.