Over the past several years a health conscious trend has been growing. According to BBMG<https://www.fmi.org/docs/sustainability/BBMG_Conscious_Consumer_White_Paper.pdf >“9 in 10 Americans describe themselves as conscious consumers and are more likely to buy from companies that manufacture energy efficient products, promote health and safety benefits, support fair labor and trade practices, and commit environmentally-friendly practices.” Food and beverage marketers who see the opportunity to join in with the health conscious consumers will benefit from this trend. Milk is just one of the brands that have recently changed their brand positioning in a more health conscious way. Their new ad campaign, “Milk Life” (http://milklife.com/) wants to show the life you can live by drinking milk everyday along with the energy the protein in the milk will give you. The “Incredible Edible Egg” ( http://www.incredibleegg.org/) campaign has also taken the healthy route. The Edible Egg industry has targeted towards the active life and recommends healthy meals that involve eggs in the ingredients. Even brands that you wouldn’t typically expect to be part of a healthy-conscious trend are getting in on the act. For example, many consumers wouldn’t relate the PepsiCo (http://www.pepsico.com/) brand to being healthy. However have transformed their website and made it more health conscience by categorizing their products into, “good for you”, “better for you” and “fun for you”. These campaigns are examples of a continuing trend in health conscience advertising. The United States has a high percentage of obesity in its population so it is important that brands are giving healthy options and promote living a healthy lifestyle. Overall, the health conscience life has been expanding; many consumers are even using apps focused on healthy living – including ones that help you keep track of your daily calorie intake and exercise. They are also using their mobile phones when shopping at the grocery store for new recipes and even to find where the ingredients in the foods they like originated. There has also been an increase in gym memberships. Conscious consumers are seeking natural, organic and unmodified products that will help with their essential health needs and better the quality in what they are consuming. With easy access to information, it’s clear that this trend will continue. Otherwise brands run the risk of facing backlash from consumers.