How RFK Jr will save snacks

I haven’t paid much attention to what RFK has been up to since getting appointed to the HHS. I don’t pay much attention to politics in general - outside of an occasional flare here or there or when it serves my clients’ businesses.

All I know is RFK might shake things up. 

And I do remember something Dr. Mike—exercise scientist, bodybuilder, and YouTube sensation—said that challenged my very belief about snacking:

He said RFK wouldn’t destroy the snack industry, but revolutionize it. 

At first, I wasn’t on board with this idea. I want the snack industry ruined!

Or at least that’s what I thought. 

Turns out, I’m totally game for revolutionizing the snacking industry and replacing the cheap crap laced with addictive and health-crippling ingredients with healthier alternatives. 

And when Peanut and I went to Aldi’s the other day, I stumbled upon one of these healthier alternatives: 

Protein Puffs. 

Now, I let the marketing of the packaging guide me to my decision. I did not nitpick the ingredients as I would’ve with another snack that I know is there to poison me in the most profitable way possible for Big Food. 

But, frankly, I felt the unique selling proposition of these Protein Puffs so deep in me soul that they could’ve stuffed the absolute worst crap into these things and I still would’ve bought it. 

(Told you every buying decision was an emotional decision.)

So, what was their unique selling proposition? 

The entire bag contained a whopping 42 grams of protein—and it only “cost” 210 calories total. 

For the entire bag. 

I’ve since eaten both of the bags I scooped up. And I can’t wait to buy as many as Aldi’s has in stock next time I’m there. 

Being absolutely loaded with protein means it’s hard to mindlessly eat an entire bag. Impossible even. 

It was as if the snack was made personally for me. 

Short story long:

That’s why RFK might save the snacking industry and finally demand that our snacks be at least somewhat healthy instead of empty calories that are impossible to put down once they’re picked up. 

(This is why I keep my snack cabinet as light and empty as possible. I know I’ll mindlessly devour the delicious temptations, and so I avoid buying them.) 

Not the case with these Protein Puffs. 

Anywho: 

There are several business and persuasion lessons embedded nicely into this story. Can you catch them all?

If not - hit reply, and let’s find a time to discuss your emails. 

John