Food & beverage brands face a unique challenge: taste cannot be transmitted online. So your press release and distribution must make people feel the product before they even try it. A good F&B PR isn’t about fancy words; it’s about appetite appeal, sensory storytelling, and building trust around quality and sourcing.
This guide focuses on what most F&B founders and marketers forget when writing a media release submission.
1. Open With Flavor, Not Features
Instead of jumping straight into the announcement, set the scene with something sensory:
- aroma
- texture
- heat or chill
- colour
- taste notes
- local ingredient pride
These flavours immediately grab journalists in the food category, who read dozens of bland product releases.
Example:
“Slow-roasted arabica beans, cracked cardamom, and a hint of jaggery sweetness Delhi’s newest café isn’t just selling coffee, it’s selling a memory.”
2. Mention Ingredient Transparency Clearly
F&B media loves anything related to sourcing, safety, farming partnerships, sustainability, and certifications.
Don’t bury this at the end; place it high so journalists know the product is credible.
3. Highlight What Makes It Different
Avoid overused claims like:
- “premium quality”
- “healthy and tasty”
- “best in the market”
Instead, talk about real differentiators:
- a rare ingredient
- a unique preparation method
- a chef collaboration
- a cultural inspiration
- a dietary-specific formula
4. Add a Mini Backstory
Food brands with a heart sell better. Include 2–3 lines on:
- Why the founder created it
- a childhood flavour
- a cultural recipe revived
- a local farmer partnership
In short stories are a great attention seeker than statements.
5. Give Clear Availability Information
Food journalists always check:
- where to buy
- price range
- Cities launched in
- delivery platforms
- dine-in vs takeaway
Keep this short but clear.
6. Provide Visual Hooks for Media
Encourage journalists to request:
- plating shots
- chef photos
- kitchen process images
- packaging photos
- ingredient closeups
F&B is highly visual, and this increases coverage chances.
7. Add a Tasting Invitation
F&B press releases often benefit from offering:
- media tasting sessions
- chef interviews
- virtual cooking demos
- visit to manufacturing facilities
Even a simple “media tasting available on request” increases replies.
8. Keep Quotes Natural, Not Corporate
Ask the founder or chef to sound human, not scripted.
Example:
“We wanted to bottle the kind of drinks my grandmother made every summer, the ones that felt like home.”
9. End With a Short Menu Highlight
Instead of a boring boilerplate, list 3–4 signature products. Makes journalists curious and helps them visualize the brand identity.
10. Sample Food Press Release
Sunbloom Kitchens Launches India’s First Cold-Pressed Breakfast Jars Made From Regional Fruits
Bengaluru, India — Sunbloom Kitchens, a young home-grown food brand, today introduced a new breakfast range that brings the comfort of regional Indian fruits into ready-to-eat jars. The line features slow-pressed mango, jamun, chikoo, guava, and custard apple blends paired with grains and nut mixes.
Each jar is prepared without heat, allowing the fruit to retain its original aroma, colour, and natural sweetness — something the founders say is missing in most processed breakfast options.
A Breakfast Idea Inspired by Childhood Summers
Founder Rashi Menon says the idea came from the fruit bowls her mother made every holiday morning.
“We wanted something small enough to carry to work, but wholesome enough to remind you of home. That’s where the cold-pressed method helped; it keeps the fruit as honest as possible.”
A Fresh Take on Convenience Food
Unlike typical packaged breakfasts, Sunbloom uses:
- fruit sourced directly from small farms in Ratnagiri, Hassan, and Nashik
- no heat treatments
- no stabilisers
- grains roasted in-house in small batches
The jars are designed for people rushing through mornings but wanting something real, not formula-made.
Signature Jars in the First Line-Up
- Mango & Roasted Ragi – thick, creamy, and mildly sweet
- Jamun & Chia Crunch – tangy with a nutty bite
- Chikoo & Almond Meal – earthy and smooth
- Pink Guava & Millet Mix – bright and refreshing
Availability
Starting this week, the jars are available in Bengaluru through:
- Swiggy Instamart
- BigBasket
- Sunbloom’s website
- Select retail stores
Pan-India delivery opens in two months.
About Sunbloom Kitchens
Sunbloom Kitchens is a Bengaluru-based food startup focused on simple, ingredient-first meals. The brand works with regional farmers, emphasizes small-batch production, and creates products that stay close to real flavours.
Media Contact
Shama Mangla
Public Relations Manager
PRWireNOW
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