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(Fortune Small Business Magazine) — According to the pros at Character product mascots succeed when they embody a brand’s inherent conflict. In the case of Robert’s, founded in 1986 by ex-commodities trader Robert Ehrlich, with about $50 million a year in sales, the conflict is snack food that’s fun to eat but is also good for you. (Its healthy ingredients include spinach and kale.) Even the product names’ Veggie Booty, Smart Puffs, and Nude Food combine these traits: healthy food that feels indulgent.