HealthFood Startup ‘The Whole Truth’ launches new brand film calling out the food industry’
The Whole Truth, a health food brand aiming to rebuild the world's trust in its food today announced the launch of their special video ‘Our Food is Screwed’ which is inspired from The Dollar Shave Club ad and aims to bust food myths and inconvenient food labelings.
The Whole Truth has taken on the task of opening people’s eyes to the labeling of the products they consume. TWT is dedicated to telling the world the truth about its food and busting food myths to help consumers lead healthier lifestyles. Since the 1990s, the Food and Drug Administration (FDA) has required food companies to include Nutrition Facts labels on product packaging. The intent was to help consumers make informed choices - but look where it’s led the world. Global obesity has tripled in the last 40 years. 1 in 5 humans above 65, on the entire planet, now have diabetes.
More importantly, if the microscopic food label, hidden at the back, is not having its intended effect, then why doesn’t it change? Why has the food industry always opposed efforts to update the label and make it more consumer-friendly?
Since The Whole Truth cannot answer for the whole industry, they’ve decided to take matters into their own hands. They’re on a mission to rebuild the world’s trust in its food. - by simply declaring each & every ingredient that goes into their pack, upfront. No more turning the label and squinting to find out what chemicals are going inside people’s bodies. Their motto is 100% honesty, through 100% clean-label food.
Mr Shashank Mehta, Founder, The Whole Truth says, “When The Whole Truth was launched nine months ago, the team started receiving positive responses early on. In fact, people started asking us, ‘are you sure this is healthy? Because it is this tasty’. Our food philosophy told us that when you use good ingredients, food automatically becomes tasty.”
Food and fitness is a $1 trillion to $4 trillion industry globally. This industry is growing at twice the rate of the global GDP, and yet, all markers — obesity, heart disease, diabetes — are at all-time highs.
Mr Karan Talwar, Founder, Harkat Studios, said, “The dollar shave club is a hero for us. Somehow, they managed to keep the honesty and truth of what they were saying together. They broke the traditional advertising format to present a brand new vision - and that resonated with all of us. The dollar shave club is so striking in its directness. For us, it’s really the evolution of advertising and reaching out to an audience which is done with lies - whether it be in the ingredient list or in the advertisement itself. After all, we all know that putting on deodorant does not get you that hot girl. The objective was to simply tell the whole truth in a way that doesn’t need a documentary. When Shashank approached us with the idea of this ad film we were clear that we will overturn everything that advertising is, reveal its fakery in some way - because we have too spent years pandering to the same system that we are now looking to dismantle. This is a condensed starting version of something much larger. Because even the truth in our world needs to be a short consumable film. We believe in Shashank and the way he is trying to excavate the truth and present an honest alternative, we also do the same with our work and our industry. Nothing could be a better fit than this."
