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Varun Dhawan joins biofortified staples brand Better Nutrition as brand ambassador and investor
Better Nutrition will turn Varun Dhawan's own farm into a biofortified farm, after his interest in soil, seeds and the nutritional quality of food led him to the brand. It has opened applications for its Biofortified Farm programme after enquiries from other farm owners.
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The numbers
Figures from ET BrandEquity,
- has appointed actor Varun Dhawan as its brand ambassador
- Dhawan coming on board as brand ambassador and investing in the company
Why it matters for the brand
Better Nutrition's signing of Varun Dhawan as ambassador and investor, plus its newly open Biofortified Farm programme, shows biofortified staples are moving toward celebrity-led mainstream positioning, so retailers should consider shelf space and sourcing talks now.
What to track next
- Better Nutrition announces how many farms it has enrolled in the Biofortified Farm programme
- A large Better Nutrition ad campaign with Dhawan goes live, or the brand lists on new retail or quick-commerce channels
- New SKUs or pricing changes appear on shelves or online
- A competitor signs a celebrity ambassador or launches a farm-linked staples programme
- A regulator or advertising watchdog queries the brand's nutrition claims
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- Better Nutrition is likely to publicise Varun Dhawan's farm as the flagship of its Biofortified Farm programme, using farm-visit and harvest content to back the sourcing claim.
- Expect Better Nutrition to name its first set of farms from the newly opened applications, and to describe the programme as a farmer partnership rather than only a sourcing arrangement.
- Dhawan is likely to appear in a multi-platform campaign for Better Nutrition, with his investor role used to present the endorsement as personal conviction rather than a paid appearance.
- Rival staples and health-food brands may answer with their own celebrity or farmer-partnership announcements, or with stronger nutrition claims on packs.
- Food-safety and advertising regulators may look more closely at Better Nutrition's biofortification and nutrition claims as its marketing reach grows.