Addressing food waste, and highlighting sustainability are noble causes, but make no mistake. Hellman’s is not spending millions and millions of dollars to make people feel good.

Without the ability to physically stimulate our senses with Smell-O-Vision, scent bubbles, or lickable screens, brands that rely on sensory marketing are getting a crash course in some of the ways to reach audiences online with tactics they may not have had to try before.

When I recently read this New Yorker article about a regional sales manager from Missouri, who ended up committing serious fraud in the organic grain industry, I couldn’t help but think of the organic food market over the years.

Impossible Foods released a more nutritious version of its plant-based burger to address concerns that the original formula was no more healthy than a regular ground beef burger. The new version has less sodium, and saturated fat, and is gluten-free.