Why "less bad" food is usually pretty good

More than any other generation before it, the millennials are obsessed with food.

Foodie culture is pervasive among these 20- and 30-somethings. Millennial parents in particular are careful about what they buy.

A recent survey by Barkley, an ad agency in Kansas City, found 52 per cent of new-parent millennials support the local food movement, 46 per cent look for food with few ingredients and 41 per cent buy organic whenever possible.

Those numbers suggest millennials have almost unattainable expectations that CPG companies can't home to meet. But in an article on Forbes.com, Jeff Fromm, Barkley’s executive VP, argues the opposite.

Fromm says millennial moms and dads face the same problems as the generation before them: time-crunched families, picky eaters and the struggle just to get something on the dinner table most nights.

Therefore, what millennials really want is “less bad” food “that helps them cut nutritional corners while still feeling OK about their decisions," he says.

A few examples of “less bad” food: Coke’s attempt to sell soda with natural sweeteners (Coke Life in Argentina) and Annie’s Homegrown macaroni and cheese.

Millennials don’t expect food brands to be perfect. Just slightly better will do in most cases.

Read Fromm’s full article here.