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Reformulate or Hold the Line? How to Talk About Ingredients in the MAHA Era
By maslansky + partners

If you work in food and beverage right now, you don’t need another explainer on the Make America Healthy Again (MAHA) movement. You’re living it.

A year or two ago, you might have called it fringe. Today, it’s shaping regulations, rattling supply chains, and driving what ends up in shoppers’ carts. Consumers are reading labels more closely than ever. Politicians on both the left and right are suddenly food reformers.

This isn’t just about what’s in your products. It’s about how you talk about what’s in your products. Because right now, one word on a package or in a CEO quote can mean a lawsuit, a boycott… or a breakthrough.

Here’s some practical guidance for how to talk about ingredients in this new era.

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By Lee Carter

From his opening line of the 2026 State of the Union, Donald Trump continued to understand something that confounds his opponents: that in today’s American politics, a good story beats everything else, including statistics. In this piece for Foxnews.com, Lee Carter reflects on the power of Trump’s storytelling… and the power play of his address.

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By maslansky + partners

The Super Bowl isn’t just about football—it’s about messaging. For 30 seconds, brands spend millions trying to connect with millions of viewers. But not all of them succeed.

In this annual episode, one of our most popular every year, our partners break down the messaging behind this year’s most talked-about commercials. What made some ads resonate so powerfully that people can’t stop talking about them? Why did others completely miss the mark despite massive budgets and star power?

Lee, Michael, Keith, Ben, and Katie analyze the themes, language choices, and strategies that separated the winners from the losers. You’ll discover what these ads reveal about how audiences think right now, and gain a behind-the-scenes look at what actually makes messaging work. Whether you’re a communicator, a business leader, or simply curious about why certain messages stick with us, this episode is a masterclass in the power of language done right… and a whole lot of fun!

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By maslansky + partners

The rules have changed. Food and beverage brands that market artificial ingredients used to have breathing room. Not anymore. With MAHA gaining real momentum in Washington, the conversation around “healthy,” artificial additives, and what we put in our bodies has become impossible to ignore—and it’s moving fast.

If you’re a communications or business leader, you’re already feeling the pressure. The old playbook doesn’t work. Talking about the “science” doesn’t persuade. Even the words themselves can blow up in your face. So what do you say when the language itself is contested—and how do you say it so people will actually listen?

In Episode One of our sixth season, we reveal strategies to help you navigate this moment of change, find language that actually connects, and position your brand to lead—not just survive—through what’s coming next.

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By Lee Carter

The forty-five percent of Americans who now identify politically as “independents” (up from 43%) aren’t sitting in some enlightened middle ground. According to Lee Carter, in her latest piece for Foxnews.com, they’re out of the fray because both parties have let them down so badly that rejecting the label feels like the only honest option left.

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By Michael Maslansky

When CFO Brew needed expert insight into why financial leaders avoid certain language during economic uncertainty, they knew exactly who to call: our CEO, Michael Maslansky. Michael was recently quoted in this interesting article about challenging economic conditions and the dreaded “R word.”

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By Lee Carter

Donald Trump has now been back in the Oval Office for a year. Polls and headlines are declaring that Trump is unpopular. In this provocative piece for Foxnews.com, Lee Carter suggests that it may be worth asking an uncomfortable question: What if the polls aren’t telling us Trump is failing, but that he’s delivering… and the country is splitting in response?

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By maslansky + partners

For decades, “healthy” was one of the most powerful words in food. It sat proudly on cereal boxes, snack packs, and frozen meals. But under the Make America Healthy Again (MAHA) movement, “healthy” is suddenly a liability. And the brands who don’t evolve their language are already paying for it in lawsuits, recalls, and reputational damage. m+p Senior Vice President Jason Martuscello shares why Language Strategy matters now more than ever.

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By Lee Carter

Language moments can come from anywhere. Lee Carter identifies the most consequential words and language that reshaped American politics in 2025, in this insightful piece for Foxnews.com.

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