The adage holds true, it’s about how you react to a situation that defines you. No doubt, the past month has been unpredictable. But makers big and small are learning to adapt and build their brands around the “new norms.” Whether through changes in marketing content, grassroots efforts to support their local communities, or by offering product discounts or new products, food and beverage makers big and small have proven to be a beacon of light for consumers in these uncertain and unpredictable times.

Below are 10 food and beverage brands pivoting amidst the chaos.

Unwrap the latest trends in food & beverage by following Foodboro on Instagram!

Purely Elizabeth

Offering weekly live workouts on Instagram.

The Coconut Cult

Bulk discounts on online orders.

Miyoko’s Creamery

Daily IGTV cooking show live from Miyoko’s home kitchen.

Cece’s Veggie Co.

View this post on Instagram

LUNCH BOWL GOALS 🥣🙌 ⁠ ⁠ Greek Salmon Salad Ingredients ⁠ 🥗 Cece's Riced Cauliflower⁠ 🥗 Chopped cucumbers⁠ 🥗 Cherry tomatoes, halved⁠ 🥗 Greek olives (kalamata or green)⁠ 🥗 Fresh feta cheese⁠ 🥗 @bluecirclefoods atlantic salmon⁠ 🥗 Dried oregano⁠ 🥗 Salt + pepper⁠ ⁠ Tzatziki Ingredients⁠ 🥗 1/2 lemon, juiced⁠ 🥗 1/2 tbsp olive oil⁠ 🥗 1 tbsp finely chopped cucumber⁠ 🥗 1 tbsp fresh dill⁠ 🥗 2 tbsp yogurt⁠ 🥗 2 garlic cloves, minced⁠ 🥗 Salt + pepper⁠ ⁠ DIRECTIONS: Sautée cauliflower rice in 1 tbsp olive oil, a dash of salt and pepper and 1 tsp oregano for 5 min. Top with cucumbers, tomatoes, olives, and feta. Sautée salmon with olive oil, lemon juice, paprika, salt, and pepper. Mix together all tzatziki ingredients, top with a dollop & enjoy! ⁠ ⁠ 📸@xxrlilly

A post shared by Cece’s Veggie Co (@cecesveggieco) on

Content shift to focus on convenience of products for at-home cooking.

Jeni’s Ice Cream

Pleasure of ice cream as comfort; focus on e-commerce sales. Also, founder Jeni Bauer launched a new Instagram account to share DIY ice cream recipes.

O2 Recovery

View this post on Instagram

We’ve dropped 💧the price of our 12-packs by 50% AND are giving 50% of our profits to support independent gym owners. All you need to do is enter your gym’s name in the order notes at checkout. ⁣ ⁣ Developed by an Ohio State physician, mirroring an IV drip’s size and electrolyte balance, the science and benefits of hydration have been the driving force behind O2 since day one. ⁣ ⁣ We recognize the need for clean hydration and we are committed to our mission of making O2 as accessible and convenient as possible.
⁣ ⁣ *No discount code needed, please limit your purchase to 4 cases.⁣ ⁣ New to O2? Here’s a quick checklist:⁣ ✔️20 calories⁣ ✔️2g of sugar⁣ ✔️2.5x the electrolytes as leading sports drinks⁣ ✔️Keto-friendly⁣ ✔️Non-carbonated⁣ ✔️No artificial ingredients⁣ ✔️Caffeinated and non-caffeinated⁣ ⁣ ⁣ We hear you. We know what’s at stake. We know what we have to do.⁣ ⁣ 💙O2 team⁣

A post shared by O2 Recovery (@drinko2recovery) on

Donating 50% of proceeds to support independent fitness studios. Get more on their initiatives on BevNet.

Coolhaus Ice Cream

Transformed ice cream truck to deliver groceries (and alcohol).

Mother Raw

Sharing relevant and motivating content. Read more on how Mother Raw is managing business in our exclusive feature.


Launched original mission-driven cause bar to support #HealthcareHeroes through product donations.

Hu Kitchen

View this post on Instagram

🏥A little human kindness can go a long way. . ⚕️These packages are just a small token of gratitude compared to the sacrifices these medical professionals are making for us, but we hope a Hu Care Package can spark even a little joy in their days. . 💛At Hu, three of our core values are Humanity, Humility and Hustle. We’re committed to using our company to create a positive impact for our fellow humans and we wanted to give thanks to the medical community who are embodying all of these values to the highest degree possible — now more than ever. . 🙏We encourage our community to show gratitude and take a moment to thank the superhumans in your life who are showing humanity, humility and hustle during these times of crisis. . ⚕️An additional thank you to our partners at FIGS Scrubs (@wearfigs) – who are making this donation possible. Their team is donating 30,000 sets of scrubs and has produced 5 million N95 masks and 2 million isolation gowns with the Frontline Responders Fund. . We feel extremely grateful to have found a partner that has the means to make that type of impact. If you'd like to donate directly to the Frontline Responders fund, please visit

A post shared by Get Back To HUman (@hukitchen) on

Supporting local community of medical professionals by providing care packages.

If you are looking for additional ways to support emerging F&B brands, shop online at Bubble Goods for all your WFH snacking needs.

Subscribe to our newsletter for the latest trending topics in food business, delivered straight to your inbox!

Stay safe, stay healthy and stay informed. We will continue to update the Foodboro community as additional news becomes available. If there’s anything that you’re seeing that concerns you or anything else you have questions about, please reach out to us!