Fancy snacks and bougie beverages have never sounded better, which is why we’re thrilled to release updated rankings for the top 100 health food brands on social media.
We poured, chomped, and popped our way through 100 dynamite health food brands on Instagram, Facebook, Twitter, and TikTok (new this year!) for the ultimate guide to who’s doing well on social in this growing industry.
Crack open your favorite snack and then download the full rankings for extra insight into the top health food brands of the year.
Spoilers! See the full Health Food rankings.Grab your report here
Top Overall Health Food Brands on Social Media
Fans of our first Top Health Food Brands on Social report will recognize heavy hitters like Jeni’s Splendid Ice Creams, Spindrift, Beyond Meat, and Impossible Foods in this year’s top 10. We’re extending a hearty welcome to OLIPOP, Real Good Foods, Kodiak Cakes, Siete Family Foods, Van Leeuwen, and siggi’s in the overall top 10 this year.
|Overall Rank||Health Food Brands||Rank||Rank||Rank||Rank|
|1||Jeni’s Splendid Ice Creams||1||6||6||12|
|5||Siete Family Foods||11||19||4||8|
|8||Real Good Foods||16||59||2||6|
Don’t forget: we added TikTok to this year’s rankings, which means top health food brands had to perform well across four channels instead of just three. Jeni’s, OLIPOP, and Spindrift landed in the winner’s circle because of excellent social media engagement across the board, while brands like Beyond Meat, Impossible Foods, and Real Good Foods could’ve edged into the top 5 if they’d scored a little higher on tricky newcomer TikTok.
We’ll profile winning strategies from top brands throughout this report as well as key trends your health food brand should be paying attention to, but let’s start with overall winner Jeni’s Splendid Ice Creams.
Top Health Food Brand: Jeni’s Splendid Ice Creams
Midwest-based fancy ice cream brand Jeni’s Splendid Ice Creams won the overall and Instagram golds for our second report running thanks to colorful and authentic content paired with fun flavor offerings that engaged their audiences across all four major social channels. Part of the brand’s social success this year came from diverse posting strategies on Instagram, Facebook, Twitter, and TikTok rather than taking a successful post from one channel and reposting it everywhere.
Everybody loves a giveaway, and Jeni’s won big on Instagram this year thanks in part to successful contest posts like this one, which pulled in a whopping 12.9% engagement rate. We like to advise that you don’t need an epic swag package to grab attention, but as seen here, it definitely helps. Jeni’s kept the payoff high and the barriers to entry low to earn almost 50K engagements on the post, which is a great template for any health food brand looking to run contests to boost engagements and increase follower counts.
Influencers and brand ambassadors can make a huge difference for brands by authentically and enthusiastically bringing new products to their followers, and Jeni’s proves you can’t do better on the influencer front than with Dolly Parton. The Facebook post announcing the partnership in support of Dolly’s latest novel earned a 1.86% engagement rate, which is more than 46 times better than the median Facebook engagement rate for health food brands this year. A creative collab featuring a fun flavor and exclusive album in support of Parton’s new book helped create even more buzz around the announcement, and fans fell into the comments to share their love for Jeni’s and Dolly.
Jeni’s earned a 0.079% engagement rate on Twitter this year, which outpaces the health foods median by almost 4x thanks to sassy and playful tweets like this silly Photoshop job. Jeni’s social media team jumped into the cultural zeitgeist with this topical tweet about Pete Davidson’s latest girlfriend while still finding a way to show off one of their beloved ice cream flavors. The best social media teams post a mix of proactive and reactive content, and this is a smart example of the payoff of leaving room in your queue to respond to the latest trends and breaking news.
Jeni’s earned sixth place overall on TikTok this year thanks to high engagement on just 30 videos. Jeni’s most engaging TikTok video of the year by views earned an engagement rate by view of 3.03% and more than two million views with nothing more than a quick clip of our Lord and Savior Beyoncé and one of the ice cream shop’s signature flavors. Much like the brand’s success on Twitter, it pays to create content around cultural topics that are trending (but then, when isn’t Beyoncé trending?). Jeni’s TikTok videos feel much less formal and more playful than their content on other platforms, which is the best advice for any health food brand looking to break into this video-centric channel.
Top Trend 1: New products
We used our post tagging feature to automatically group posts that mention new products and releases, and found that new stuff led to at least a 20% engagement rate lift on Facebook, Instagram, and Twitter for health food brands this year. Surprised TikTok isn’t on that list? More conventional posting strategies often fall flat for brands on TikTok, so it’s not too shocking that what works on other channels doesn’t work there.
Sixth place overall winner Beyond Meat dazzled fans across all channels with tons of new product offerings, like this post about new Beyond Fried Chicken. The carousel post earned more than 34K engagements and a 3.37% engagement rate, which is about 10x the median Instagram engagement for health food brands. Many of the brand’s most engaging posts featured their expanding product line, which stirred up excitement among vegan, vegetarian, and plant-curious fans everywhere. It’s worth noting that the success of this post also comes from it being a carousel, which is one of the most engaging post types on Instagram. The channel traditionally serves carousel posts more than once until a follower interacts with it, which gives a brand multiple bites at the apple for impressions and engagements.
Real Good Foods earned second place on Facebook and eighth place overall thanks to effective product release posts like this one. The Facebook post earned a 2.03% engagement rate and more than 4K engagements by layering another successful health food social media tactic on top of attention-grabbing new releases: contests. Pairing new products with a giveaway helps excite fans and gets them tasting your frozen food or snack in their mind’s, uh, mouth while also generating social engagement in the form of contest entries.
Top Trend 2: Influencers and brand partnerships
Health food brands rely heavily on partnerships with distributors and national grocery chains like Walmart and Target to bring their products to the masses, so it’s no surprise that these brands are constantly mentioning their partners in social media posts. Micro- and macro-influencers also help bring new fans and engagement for fledgling health food brands and juggernauts alike with their endorsements.
Chocolate brand Unreal Snacks ranked 15th on Instagram this year thanks in part to engagement-grabbing Reels like this one, which rocked a 12.6% engagement rate and more than 8K engagements. A hilarious video helped elevate an otherwise informational post about where to find Unreal Snacks, which is a great strategy for anyone looking for a fun way to share with fans and followers about where they can find your product. Plus, partnering with well-known brands like Costco and Whole Foods helps legitimize your brand for new followers. Instagram was very into Reels this year, so it’s no surprise that this post type performed extra well for Unreal Snacks.
Planet Oat partnered with TikTok’s favorite dietician Steph Grasso to promote their larger bottles of oat milk on Instagram to the tune of a 5.19% engagement rate. The Reel showcased six different ways Grasso used Planet Oat throughout the week, and fans drank in the brand’s creative product marketing. Grasso shared her expertise and platform to help sell Planet Oat’s offerings to her millions of TikTok followers and thousands of Instagram followers. The success of this post is a good reminder for health food brands that finding the right influencer can make a huge difference for your brand, even if they’re not a mega-celeb.
Top Trend 3: Contests and giveaways
Giveaways are a tried and true engagement strategy across all channels and industries according to our research, and health food brands are no exception. Contest posts led to engagement lifts on Instagram, Facebook, and Twitter for health food brands this year, and we expect to see this trend continuing into 2023 and beyond because of how effective it is at garnering engagement and growing follower counts.
Beverage brand Santa Cruz Organic shows us how it’s done with a new product, brand partnership, and giveaway all in one engaging Instagram post. The video earned a 19.4% engagement rate and had more than a thousand comments from fans hoping to win the prize pack. Pairing a simple ask of fans to like, follow, and tag a friend with a tart and refreshing set of prizes won big for the brand on Instagram. The success of this post is a lesson to all that hopping on one trend is good, but hopping on three trends can be even better.
Health food brands ran fewer contests on TikTok on other channels, but brands like TikTok superstar OLIPOP still managed to crack the code. This short looping video rocked an 8.16% engagement rate by view and nearly 20K views with a little help from a trending sound and the offer of a case of OLIPOP soda. Fans had a blast guessing outlandish new soda flavors in the comments, and the brand took to replying to the funniest ones from the corporate handle to give the video an extra engagement boost. Contest posts don’t have to be time-intensive or come with the swag bag to end all swag bags to be successful.
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Top Health Food Brands on Instagram
Congrats to top Instagram finishers Jeni’s Splendid Ice Creams, Beyond Meat, and Erewhon! The rest of the Instagram top 10 included tons of other top-performing brands from this report like OLIPOP, Van Leeuwen, Spindrift, Impossible Foods, and Kodiak Cakes. gimMe Snacks and Jade Leaf Matcha joined Erewhon in the Instagram top 10 despite lagging on other channels.
|Rank||Health Food Brands||Total Engagement||Engagement Rate|
|1||Jeni’s Splendid Ice Creams||596,968||1.22%|
|7||Jade Leaf Matcha||107,754||1.73%|
Health food brands earned a median engagement rate of 0.32% on Instagram this year, which is way behind TikTok and way ahead of Facebook and Twitter. These brands posted 3.4 times per week, or roughly once every other day.
Featured Health Food Brand: Beyond Meat
Plant-based meat brand Beyond Meat grabbed the silver on Instagram and 6th place overall, edging out tons of other health food brands and its main competitor Impossible Foods at every turn. Beyond Meat grabbed a 0.81% engagement rate and at 3.85 posts per week posted just a little more frequently than the average health food brand.
Beyond Meat was also a top contender on Facebook and Twitter but didn’t stand out on TikTok, reminding other health food brands that you can’t always be good at everything. Let’s get into what made Beyond Meat stand out on Instagram.
Beyond Meat’s most engaging Instagram post of the year by rate was a photo post announcing a collab with KFC to bring plant-based nuggets to the masses. The post earned more than 72K engagements and an engagement rate of 7.05%, which is 22x the health foods engagement rate median on Instagram. Brand partnership posts can help widen reach for both brands by exposing followers to a new but adjacent brand for them to follow. Trading on KFC’s name here and in other posts about partnerships with Taco Bell and Pizza Hut helped Beyond Meat go even more mainstream, and including a screenshot from business rag Fast Company also helped legitimize the brand.
Speaking of brand partnerships, Beyond Meat also found a ton of success on social with key influencer partnerships with celebs like Kim Kardashian. This post featuring the heavy-hitting influencer rocked a 4.05% engagement rate by follower and was the brand’s third-most engaging post of the year by rate. Not every brand can find a Kardashian to work with, but getting the right influencer to represent your brand can make a huge difference, even if it’s just a micro-influencer.
Many health food brands found success on social this year with flashy new product releases, like this one about new Beyond Meat jerkies. The post earned a 2.27% engagement rate and over 23K engagements, including a thousand primarily positive comments from excited fans. Beyond Meat branched way out this year from its original ground beef substitute and took to social to release carne asada, orange chicken, fried chicken, and more. Simple and colorful posts grabbed the attention of followers and got them running to their local bodega or Taco Bell to get their hands on the brand’s latest offering.
Top Health Food Brands on TikTok
Health food brands broke into TikTok in a big way and smashed engagement rates on other channels with a whopping 3.12% average engagement rate by view. Brands weren’t as prolific here as they were on Instagram and Facebook, posting about 1.8 times per week.
|Rank||Health Food Brands||Total Engagement||Engagement Rate|
|6||Jeni’s Splendid Ice Creams||217,663||4.72%|
|10||Three Wishes Cereal||25,851||19.22%|
Eagle-eyed readers will note that we’ve ranked health food brands by engagement rate by view instead of by follower for TikTok. Why? Counting the number of times a viewer liked, commented, or shared and dividing it by the overall number of views measures just how compelling your content was. If your video didn’t grab attention, viewers will be less likely to engage with it, and therefore you’ll earn a smaller engagement rate per view. If your video was compelling enough to cause viewers to take the extra step of engagement before swiping to the next video, that’s a good bet that it’s high-quality content.
Not all health food brands are created equal on TikTok: Kodiak Cakes, Spindrift, and Jeni’s Splendid Ice Creams performed well on TikTok and landed in the overall top 10, while other top scorers on TikTok Grenade, Purely Elizabeth, gimMe Snacks, REBBL, Harmless Harvest, Magic Spoon, Forager Project, and Three Wishes Cereal weren’t necessarily rockstars on other channels.
Featured Health Food Brand: Kodiak Cakes
Pancake and waffle mix brand Kodiak Cakes dominated on TikTok this year by employing one key strategy better than anyone else: playful videos. The brand wasn’t afraid to poke fun at itself or hand over the posting to its Gen Z employees, and those choices paid off to the tune of an 11.1% engagement rate by view. An above average video frequency of 2.4 videos per week also helped grab and keep the attention of fans.
Kodiak Cakes’ second most engaging video of the year when measured by engagement rate by view featured a brand partnership with Zac Efron alongside one of the Gen Z faces from the Kodiak Cakes TikTok team. The post earned a 15.5% engagement rate by view and more than 2.4 million views, proving that the right celeb and a little fun can reach way beyond your existing follower count. Kodiak Cakes made serious pancake-flavored hay out of this partnership with Zac Efron, with many of the brand’s most engaging videos featuring the celeb.
The Kodiak Cakes social team occasionally brought in a secret weapon that was practically guaranteed to skyrocket engagement: the adorable son of Kodiak Cakes’ CEO. This reply post to a user’s comment begging for more gave followers what they wanted, and they ate it up to the tune of a 15.8% engagement rate by view and more than 26K engagements. Quips and jokes about this curly Kodiak kid pepper many of the brand’s top TikTok videos and help Kodiak continue to feel like the family business it’s always been.
It’s also worth emphasizing that this video is part of Kodiak’s commitment to replying to many or all of its comments on each post. Nesting a video into a reply is a good way to keep fans and followers in the conversation stream, and can be a source of reactive instead of proactive content.
The Gen Z geniuses behind the Kodiak Cakes TikTok weren’t afraid of a trending sound, and used a memorable song from The Quite Frankly Show to tell the founding story of Kodiak Cakes. The post earned more than 350K engagements and an 11% engagement rate by view with nothing more than a few white guys dancing badly to an old song. This video and its 3.2 million views are a good reminder that listening to your social media team when they ask you to do something dorky is always a good idea.
Top Health Food Brands on Facebook
Good on good culture for taking the gold on Facebook this year for health food brands, with Real Good Foods and Beyond Meat hot on their yogurt-y heels for the silver and bronze. Other overall top 10 brands like Siete Family Foods, Jeni’s Splendid Ice Creams, and Kodiak Cakes also performed well on Facebook this year. Brands like RXBAR, Top Seedz, Simple Mills, Bob’s Red Mill, and Kite Hill rounded out the top 10 with strong success on Facebook while struggling on one or two other channels.
|Rank||Health Food Brands||Total Engagement||Engagement Rate|
|2||Real Good Foods||290,376||0.24%|
|4||Siete Family Foods||20,962||0.29%|
|6||Jeni’s Splendid Ice Creams||23,130||0.18%|
|10||Bob’s Red Mill||173,270||0.07%|
Health food brands earned a median engagement rate of 0.04% on Facebook this year and posted about twice a week, which is pretty darn infrequent compared to the all-industry median at 5.9 posts per week according to our recent research.
Featured Health Food Brand: Real Good Foods
Healthy frozen food purveyor Real Good Foods grabbed second place on Facebook with an average engagement rate of 0.24%, which is about 6x the average health food brand on Facebook this year. The brand wound up in the Twitter and overall top 10 rankings as well thanks to smart strategy and effective giveaways. But Real Good Foods employed a key tactic that any health food brand can start using right out of the box: posting more. The brand posted about 14 times per week, or about two posts a day instead of the two posts per *week* of their other health food competitors. Posting so frequently helps Real Good Foods earn higher engagement totals by giving them more bites at the apple with every post rather than depending on a few key posts to earn their engagement throughout the week.
Real Good Foods was all about the giveaway on Facebook this year, with nearly all of the brand’s most engaging posts by rate offering product or gift cards in exchange for social engagement. The post above asked fans to follow RGF and tag friends for the chance to win a $100 gift card, and fans ate it up to the tune of a 2% engagement rate and nearly 3,500 entries in the form of comments. The success of this post is a good reminder that you don’t need an elaborate prize package or entry system to entice fans to enter your giveaway while boosting your engagement. RGF has really taken this strategy and run with it on Facebook by offering regular contests with low barriers to entry and high engagement rewards.
Real Good Foods’ national reach comes from successful partnerships with mega brands like Target and Walmart, and this simple photo post encouraging RGF fans to shop at Target and use the store locator earned a 1.59% engagement rate and more than 3K engagements. This giveaway post in disguise asked fans to tag their Target-loving friends and made mention of a prize only in the photo, showing RGF has trained its audience well to expect and participate in regular giveaways. More than 2,800 fans jumped into the comments to enter, which helped the post perform 6.6x better than the average RGF Facebook post.
RGF was all about the photo posts on Facebook this year: the brand was more likely to post a photo than any other post type by a mile, and photo posts earned about 150% of the engagement rate of the next most engaging post type. With photo giveaways playing such an integral part of the brand’s Facebook strategy, it’s not too surprising that this post type dramatically outstrips others in terms of frequency and success by engagement rate. Real Good Foods has clearly found what works well for its fans and has gone all in on that tactic.
See how your health food brand stacks up.Grab the rankings here
Top Health Food Brands on Twitter
The race for Twitter glory was fierce this year, with first-place RXBAR and third-place Caulipower shining on Twitter but struggling a bit on other channels, while overall second-place OLIPOP also grabbed the Twitter silver. Other overall top 10 winners like Beyond Meat, Real Good Foods, Spindrift, and Siete Family Foods performed well, while Hain Celestial and Grainful stood out on Twitter but ranked towards the middle of the pack overall because of less than perfect performance in the Metaverse and beyond.
|Rank||Health Food Brands||Total Engagement||Engagement Rate|
|6||Real Good Foods||3,130||0.65%|
|8||Siete Family Foods||1,068||0.47%|
Health food brands were less active on Twitter than other channels we studied, tweeting just 1.4 times per week. With less of a focus on Twitter than on other channels, it’s no surprise that health food’s average engagement rate of 0.02% lagged behind Instagram, Facebook, and TikTok. Will Twitter continue to fade in relevance to health food brands moving forward? Time will tell.
Featured Health Food Brand: OLIPOP
Fancy soda brand OLIPOP was a force to be reckoned with on social in general this year, with a second place overall finish fueled by a #2 ranking on Twitter and a #4 ranking on Instagram. The brand earned a 1.88% engagement rate on Twitter, which is nearly 100x better than the median health food brand for those keeping score at home. OLIPOP tweeted about twice as frequently as their median competitor at 3.2 tweets per week, which also helped the brand by bumping up its engagement total for the year. OLIPOP made the most of Twitter’s 1:1 conversations with tons of replies, giving fans full access to ask questions or high-five their favorite soda brand.
It’s worth noting that many of the health food brands we studied have small follower counts on Twitter, which almost always leads to small engagement totals because there are fewer people to see your tweets. Measuring social success by engagement rate helps control for audience size and lets us measure brands with small and large followings right alongside one another.
OLIPOP’s most engaging tweet by rate relied on some heavy-hitting brand partnerships with Walmart and singer Camila Cabello to earn its off-the-charts 42% engagement rate. Fans flocked to like and retweet their excitement in support of the international superstar’s partnership with OLIPOP. An eye-catching photo perfectly coordinated with the OLIPOP product line and a sassy caption helped garner even more engagement, as did the power of teaming up with Walmart. Not every health food brand can land such high-profile partnerships, but finding the right ambassador for your brand can go a long way towards social success.
Nearly 40% of OLIPOP’s tweets this year featured a status update, proving the brand didn’t shy away from the chance to use text instead of photos to get its point across. The brand doubled down on this copy-first strategy with tons of replies to kibbitz with followers. This tweet announcing a banana soda offering earned a 6.96% engagement rate thanks in part to the brand taking care to respond to tons of replies to the tweet in its signature snarky tone. It’s worth noting that Twitter winner RXBAR beat out OLIPOP for the gold thanks in part to its epic commitment to Twitter replies, and is a good reminder for any brand that taking the time to reply to fans pays off on social.
Sometimes, you don’t have to reinvent the wheel to earn strong engagement, as seen in this mouthwatering product announcement tweet from OLIPOP that earned a 7.05% engagement rate. Creating a prebiotic version of fan favorite cherry cola was a hit across all channels for the brand this year, with fans jumping to reply with their enthusiasm. Brand partner Walmart kept an eye on the conversation for anyone looking to purchase OLIPOP at the megastore and replied with helpful instructions, which is above and beyond, especially for a brand with as much community to manage as Walmart. New product offerings like this one topped the charts for health food brands this year across the board, so don’t be afraid to develop something new to catch the attention of your fans.
See how your health food brand stacks up.Grab your report here
How is my Health Food Brand Performing on Social Media?
Comparing your health food brand’s social media performance has never been easier.
Browse our Live Health Food Social Media Benchmarks for a real-time look at top posts, engagement rates, high-performing hashtags, and tons more. You can even add these benchmarks directly into your Rival IQ account for always-on monitoring of these top brands.
Need even more competitive analytics? Go head-to-head with a free report on TikTok, Facebook, Instagram, or Twitter to see how you stack up against your top competition. See what makes your competitors tick with key insights and actionable advice you can start using now to come out on top.
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We surveyed 100 health food brands on social media between January 1, 2022 and September 30, 2022 on Facebook, Instagram, TikTok, and Twitter. Using this data and a weighted formula, we generated an overall engagement ranking for each brand. The top-ranked health food brands on social media have high engagement rates with average or better audience size and posting volumes.
We define engagement as measurable interaction on social media posts, including likes, comments, favorites, retweets, shares, and reactions. We used engagement rate by follower to measure engagement on Facebook, Instagram, and Twitter, which is defined as the total engagement divided by the number of followers. We used engagement rate by view to measure engagement on TikTok, which is defined as the total engagement divided by the number of views.
The Case for Benchmarking
Why benchmark instead of just measuring how your health food brand’s social media individual performance changes over time? Because social success is relative. Benchmarking means figuring out what’s working (and what isn’t) in your industry and measuring your success against that.
It’s crucial to go beyond likes and favorites because audience size is hugely important: 100 likes is great engagement for a brand with 1,000 followers but is a drop in the bucket to a brand with 100,000 followers. Engagement rate helps us take audience size into account to see who’s really reaching the highest percentage of their fans and followers with their social posts, which are the health food brands you need to beat.
Wrapping It Up
We hope you enjoyed eating and drinking your way through these spectacular health food brands on social media as much as we did. Congrats to all the winners–we can’t wait to see what you get up to next year on Instagram, Facebook, Twitter, and TikTok.
Did we miss a health food brand you love? Want to share another industry we should rank on social? Don’t hesitate to reach out to us on Twitter.
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