The ‘Better-for-You’ CPG Playbook Is Breaking—and Founders Need a New One

The wellness halo that launched a generation of CPG brands is compressing. Tomorrow’s winners will be the most interesting brands in the room, not the most virtuous.

BY REBECCA DECZYNSKI, SENIOR EDITOR, INC.

Illustration: Getty Images

A generation of CPG brands was built on a simple bet: that consumers would pay more for products free of whatever the category’s villain ingredient happened to be that year. For a while, that bet paid off. Going forward, it won’t. 

The better-for-you positioning that once justified a premium price has been........

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