Most Americans are Health Intenders. You know, they WANT to be healthier and make better choices, and they intend to make those choices, but life interrupts and they get side-tracked.
This is 45% of all of the people we surveyed. They tend to be parents with kids under 18 at home. Interrupted sleep and other priorities (read: "Mom, my book report is due tomorrow. Do we have any poster board?") derail their best intentions.
This group is also most likely to get in trouble once they start eating something they've designated as a forbidden food. They strongly agree that, "Once I start eating one particular food, I'm off to the races."
Many a healthful intention is wrecked in the DANGER ZONE between dinner and bed. This is when these Health Intenders want something to help them unwind and be ready to sleep, but their current routine is to start snacking on something that's calling their name from the kitchen. And, once they start, they find it next to impossible to stop eating that chocolate, or that ice cream, or those chips...
This DANGER ZONE is crying out for a new healthful routine to substitute for the destructive eating routine. What could your brand offer?
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