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Lately, we’ve been seeing a new breed of snack in natural grocery markets. Modern-day snacking is merging with ancient alternative medicine. These snacks, which extend well beyond Golden Milk Lattes, use a mix of spices and herbs and label themselves as Ayurvedic.

Translated from Sanskrit, Ayurveda means “the knowledge of life and longevity,” which pretty much says it all. Ayurveda is a system of medicine dating back 5,000 years. The philosophy emphasizes a whole-body view of wellness, promotes food as medicine, and seeks to balance the human body. Ayurvedic medicine is personalized based on your dominant dosha, or your mind-body type. Sarah Otto-Combs, a NAMA Certified Ayurvedic Practitioner and founder of Siddha Labs, says, “Ayurveda, at its core, is a recognition of patterns in your body and in your environment and how to balance them.”

Ayurvedic Snack - Jai Mix

Taste this trend by picking up a bag of Jai Mix (currently in my snack drawer), a savory blend of toasted coconut, peanuts, and crystallized ginger. It boasts the six tastes of healthy Ayurvedic eating: bitter, astringent, pungent, sour, salty and sweet.

Beyond balancing taste, how do craft snacks fit into Ayurvedic philosophy? “You see a lot of companies that put turmeric or ashwagandha in something and it’s Ayurvedic, you know. And it’s a marketing tool,” explains Otto-Combs. She advises anyone starting on an Ayurvedic journey to meet with a practitioner to learn more about their unique needs first. For marketers and product developers, she offers 4 key principles to ensure products are Ayurvedic in this article. Education is key when walking the line between appropriation and appreciation. Of course, a bit of extra turmeric––a natural anti-inflammatory––never hurt anyone, either.

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Caitlin Sherwood

Caitlin Sherwood

Caitlin’s expertise is helping brands develop customer-based insights and translating them into impactful campaigns. She’s passionate about both the creative and analytical aspects of marketing and applies her detailed understanding of the customer journey to every aspect of strategic planning. When Caitlin’s not deep in strategy work, you can find her rock climbing or cooking.