Bush’s Beans smartly taps into the shift in needs that an ageing society brings along; the increasing need for health-improving products. The brand rolled out a Blue Zone line with organic plant-based foods inspired by the meals and practices that make Blue Zone residents (people that live in certain parts of the world that live longer and healthier lives compared to others around the world) so healthy. By referring to specific regions in the world that are the best in class when it comes to ageing, Bush Beans buys into a very attractive idea for many: to eat their way to a happy, healthy and long life. What does your brand offer wellness-minded consumers? Last week we wrote about our collaboration with NN Group and how they support people in living a happier, healthier and longer life. In case you missed it, read along here.