M Booth adds Zuckerbrot to Better4You practice

NEW YORK: Dietician Tanya Zuckerbrot has joined M Booth's Better4You advisory board as its first director of nutrition.

NEW YORK: Dietician and author Tanya Zuckerbrot has joined M Booth's Better4You advisory board as its first director of nutrition.

The agency created the Better4You practice two years ago to provide its clients with information about food, nutrition, and health trends to help them better create products and communicate with consumers.

Zuckerbrot, the creator of weight-loss plan The F-Factor Diet, will offer counsel on food and nutrition to the practice's seven board members, as well as the agency's food clients.

Zuckerbrot will not be an agency employee but a consultant, reporting to Rich Goldblatt, SVP at M Booth and director of the Better4You practice.

“We looked for somebody who had great experience between nutrition and brands,” said Goldblatt, “and we thought she was the perfect match for us to add value.”

This is Zuckerbrot's first time working with a PR firm, but she's served as a consultant for numerous consumer packaged goods companies, such as Proctor & Gamble, General Mills, and Estee Lauder. She is also the official dietician for the Miss Universe Organization.

“I am thrilled about my partnership with M Booth and think we can provide valuable assistance to clients in many ways to help meet their marketing and communications goals,” said Zuckerbrot. “People are more likely to make positive changes towards a healthy lifestyle if they understand the science behind it, rather than just following advice blindly.”

Goldblatt said Zuckerbrot will consult with clients about spreads, snacks, dressings, frozen foods, and more to help brands translate their health and wellness efforts to consumers. She will also address key issues of concern in the nutrition area, such as sodium or high-fructose corn syrup added into food products.

“She'll help us understand the landscape in terms of working with our teams to figure out what's coming down the pipes, what are some of the watch-outs in the nutrition area, and what the nutritionists at large have to say,” added Goldblatt.

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