There's a bakery in the US that will soon begin making and selling baked goods to relieve the menstrual symptoms. It's part of the trend towards breaking down the barriers and taboos regarding gender and the empowerment of women. Trendwatching.com call it (F)empowered and it's a trend that is being addressed by startups and entrepreneurs. It's also part of the trend towards functional foods.
Moon Cycle Bakery offers a subscription service that sends customers packages of sweets to coincide with their menstrual cycle. The products include matcha coconut bites and sweet potato brownies. Amongst the ingredients are Chinese herbs that relieve cramps.
Not serving a need = money not being made
It's novel and innovative but it is also brave. According to Trenwatching 'The taboos surrounding menstruation (even just talking about it) have not been wiped out. But a growing number of consumers – including this bakery’s Kickstarter backers – clearly want them to be.
Don’t let rigid, traditional norms or a need to be ‘proper’ confine your brand – especially if doing so means you aren’t serving a core consumer need. Not serving a need = money not being made. Plus, consumers lavish praise upon bold brands."
We also note the rise of functional foods that have a potentially positive effect on health beyond basic nutrition. Proponents of functional foods say they promote optimal health and help reduce the risk of disease. These are making the leap into the mainstream and appeal to consumers who want to optimise their wellbeing by choice and to compensate for perceived gaps in their nutrition. Some foods are simply a little better (nutritionally) than alternatives (check out our work for Tasti). Here at BrandWorld we have worked with many brands over the years share functional food stories on our Eating Well and Eat Wise and Exercise and, of course, Family Health Diary platforms.