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Lost in Translation? Key Steps for Foreign Food CPG Brands to Connect With U.S. Consumers

In an era where the world is more connected than ever, food brands from around the globe are increasingly interested in entering the lucrative U.S. market. However, tapping into the unique consumer culture of America requires more than just translating marketing materials into English. It necessitates a thorough understanding of the cultural nuances that dictate consumer behavior.

The Importance of Market Research

1. Authentic Communications: American consumers value authenticity. To resonate with them, brands must create authentic messaging that reflects an understanding of their specific targeted American consumer speaking to their values, behaviors, and habits.

2. Consumer Preferences: Preferences for flavors, textures, and dietary considerations can vary widely across the U.S. Comprehensive market research allows brands to identify these preferences and tailor products accordingly.

3. Regulatory Compliance: Understanding U.S. laws and regulations pertaining to food products is vital to avoid legal complications.

Translating vs. Cultural Connection

Translating marketing verbiage into English is a necessary step but is far from sufficient. Brands must connect to the American culture in a way that goes beyond language. This means understanding specific preferences, seasonality, dietary trends, and more.

Branding and Marketing Readiness Checklist for Imported Brands

1. Market Analysis: Identify target demographics and regions.

2. Product Adaptation: Customize products to meet local tastes and regulations.

3. Marketing Strategy: Develop a marketing strategy that resonates with American consumers.

4. Cultural Alignment: Ensure that branding and messaging align with local values.

5. Local Partnerships: Collaborate with U.S.-based companies, such as Savvy Food Marketing, to leverage local expertise.

Partner with Savvy Food Marketing

Having a partner with experience in the U.S. market is invaluable. Savvy Food Marketing specializes in supporting imported brands with services tailored to navigate the complex landscape. From trend analysis to regulatory compliance, Savvy is an ideal partner for foreign brands looking to make a splash in the U.S. market. To learn more about Savvy’s services for imported brands, visit


Understanding the American market is a multifaceted task that requires deep cultural insight. For foreign food CPG brands, it’s not merely about translation but about building a real connection with American consumers. Following the above guide and partnering with specialists like Savvy Food Marketing can help bridge the gap between a foreign brand and the American market, creating opportunities for success.


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