Why do health food brands struggle to compete with regular food companies? Well, those regular food companies are providing a service to people, usually in the form of unconscious, addictive eating patterns. I'm not saying this to judge. I'm saying it to bring awareness to the subject.
Health places come in without an understanding of what the model is supposed to look like. Just work to provide unparalleled quality in every parameter and you'll attract a different client base, one that stays loyal. The loyalty is in exchange for business integrity. Break that implied arrangement and the business loses everything. In my view, anyway.