Foodberry

Better Bite-Sized Snacking

National

SERVICES

Messaging Strategy
Website Direction & Copywriting
Art Direction
Public Relations
Social Media

The Challenge: Positioning a New Technology to Attract Partners and Engage Media

Developed in Harvard and MIT labs, and inspired by how nature wraps and protects fresh fruits and vegetables, Foodberry is a proprietary plant-based coating that can turn any food or beverage into a self-contained, bite-sized snack. Imagine: Real fruit wrapped around a creamy ice cream center, or your favorite smoothie turned into a portable, "poppable" snack.

After more than a decade working to create and market their own consumer-facing brand and products, Foodberry rolled out a B2B model using their patented technology to help leading brands unlock new growth in the bite-sized snacking category.

Our team helped Foodberry refine their brand messaging and positioning, develop a proprietary visual direction, raise awareness for the company and its leadership, establish credibility in the space, and attract their target partners for business development opportunities.

Close-up of a woman holding a grape between her thumb and index finger, wearing a bright orange blazer, with a blurred green background.

Colorful geometric blocks with fruits and chocolates on top, with the text "INSPIRED by Nature POWERED by Science" overlaid.

Close-up of sliced peaches and strawberries with a creamy yellow slice of cake or pastry, on a light beige background, with white overlay text reading 'A Whole New Way TO PB&J'.

Messaging Strategy & Corporate Communications

When introducing a new technology, it’s critical to clearly and succinctly convey what you do, what problem you’re solving, and what makes you unique in the market in order to establish credibility with potential partners and the media.

Carbonate began by working with company leadership to clarify messaging points, and identify key value propositions that could be communicated via media outreach. Once this strategy was developed, we launched a multi-pronged public relations campaign to secure stories and thought leadership articles in trade, business and tech media.

FOODBERRY IS ON FIRE

Initial press outreach yielded coverage in outlets including Fast Company, Axios, Boston Biz Journal, Food Dive, Packaging Digest, and more. Carbonate also identified award opportunities, and submitted applications on behalf of the company, securing Foodberry a BostInno “Fire Award” and an honorable mention in Fast Company’s “World Changing Ideas” awards. Carbonate also works closely with the company’s business development team to parlay Foodberry’s attendance at industry events into media opportunities.

Stylized black and white depiction of a crucifix with a red flame at the top and small blue details at the bottom.

Three panels with images and text: the first panel shows a dragon fruit half with white flesh and black seeds, labeled 'Dragon Fruit' with caption 'Flavor & Antioxidants'; the second panel shows a piece of ginger root, labeled 'Ginger' with caption 'Antioxidant & Digestion Support, Flavor'; the third panel shows seaweed fiber, labeled 'Seaweed Fiber' with caption 'Coating & Antioxidants'.

Visual Direction

NOURISHING, PLAYFUL, SMART & FAMILIAR

Our team developed a proprietary look and feel for the brand’s photography and visual elements that aligned the updated messaging strategy and overall business goals. Art direction for photography aimed to spotlight Foodberry’s key differentiators and position its products as nourishing, playful, smart, and familiar.

An overhead view of a workspace with a plant, a yellow desk clock, a spiral notebook with a pen, a pair of black headphones, a white keyboard, a small bowl of chocolate candies, and a person's hand reaching for the candies, on a beige surface.

Artfully plated dark chocolate pieces, chocolate balls, caramel sauce, and chocolate syrup on a light yellow background.

Pink peach, halved strawberries, and a round white dessert on orange blocks with a green background and white fog.

Various colorful round candies on a light yellow background, some cut in half to reveal their fillings.

Social Media & Digital Strategy

SNACKS ARE THE NEW MEALS

A comprehensive social media strategy was developed that aims to engage B2B audiences, while establishing Foodberry’s authority in food tech innovation. We translated the brand’s new messaging and photography into impactful social content, crafting bold, attention grabbing graphics and punchy copy that would stand out in a crowded digital environment.

Our approach also included a targeted social media advertising strategy on Meta and LinkedIn, specifically designed to reach Foodberry’s key demo of industry decision-makers. This strategy allowed us to raise visibility among B2B audiences, effectively position Foodberry as a thought leader, and generate new business opportunities for the brand in the expanding bite-sized snacking category.

We also worked with the Foodberry team to revamp their website—optimizing the site navigation, drafting copy that aligned with the updated brand messaging, and implementing new photography.