Marketing for nutrition and wellness brands

The Shizz is a D2C performance marketing studio for FMCG, F&B, Nutrition and Consumer Goods brands, working out of Bangalore and Kolkata. Over six years we have worked with 160+ brands, managed ₹150 Cr+ in ad spend and attributed ₹450 Cr+ in revenue, at an average ROAS of 3.8× and an average client relationship of 1.5 years.

Five of the 21 case studies published on this site sit in nutrition and wellness: a clinical nutrition brand, an Ayurvedic wellness brand, premium Ayurvedic foods, functional teas rooted in Ayurveda, and a date-based gourmet snacking brand. Two of those five are qualitative rather than numerical, and they are marked as such below.

Nutrition brands sell a claim about how something works, which makes them a different marketing problem to a snack somebody already wants. The buyer has to extend credit to a brand they met a moment ago, and nothing in a broad-audience ad earns that.

What actually goes wrong

Five patterns run through these accounts. All five are about trust arriving before the ask, or failing to.

The claim is the product, and a stranger has no reason to believe it

Ayurveda and nutrition ask a buyer to accept a claim about how something works. A cold audience has no reason to extend that credit to a brand it met a moment earlier, so premium positioning sails straight over it. Amyra Farms was spending real money on premium Ayurvedic foods and getting polite, unstable returns. A full-funnel structure that stopped treating every visitor the same, paired with creative that finally said why the food was worth its price, cut CAC by more than 50% and doubled ROAS in 90 days.

Credibility built offline does not follow the customer online

British Biologicals is a trusted name in clinical nutrition whose digital presence lagged its reputation. Website, content, paid media and retail each ran on their own, so the clinical trust built offline never arrived in a buyer's feed. The fix was a single strategy across all of them with a defined role for each channel, which is a strategy engagement before it is a media one.

The site is capping the demand, not the market

When demand is real and sales are flat, the shop is usually the problem. Butterfly Ayurveda had technical and conversion roadblocks on-site that quietly removed buyers who had already decided, and nothing in the reporting flagged it. The usual response is to buy more traffic, which pushes more people into the same blocked path. The engagement was CRO and web only, instrumenting each step and clearing the funnel end to end before any thought of raising budget.

No creative system means good months and bad months at random

Without a framework, every ad restarts the argument from scratch, so nothing compounds and the audience never hears the same claim twice. Brawny Bear had awareness and 1.6x ROAS. Building a creative framework, a full funnel, a CRO pass and bundling took ROAS past 3.5x, average order value up 25% and conversion up 40%.

A considered purchase against an existing habit needs a longer path than an ad

Tea is a considered purchase at a premium price with a strong incumbent habit, and Parasbaagh started with zero sales, no positioning and barely a pulse on social. Building the brand and the demand at the same time is a different job from optimising an account that already has traffic. Sales rose 300% with 3x ROAS on Meta, and the creative library behind it now holds five-plus proven performers holding click-through above 3.5%.

What we do for these brands

Nutrition engagements skew towards strategy and CRO earlier than the rest of the book. British Biologicals was a strategy mandate first and Butterfly Ayurveda was CRO and web only, because more traffic into a blocked funnel only multiplies the loss.