Well Told Advisory launches for food and wellness brands

Former Edelman EVP Laura Chalela Hoover has launched Well Told Advisory in Bend, Oregon, to help food and wellness brands turn scientific credibility into consumer demand. The practice aims to help companies stand out as health scrutiny rises and consumers face more competing claims.

Why it matters: - Wellness is a top or important priority for 84% of U.S. consumers, according to McKinsey's 2025 Future of Wellness research. - Food and wellness brands are facing more scrutiny of health claims, ingredients and labeling while competing in a crowded market of creators and health information. - Well Told Advisory is built to help brands turn proof into preference, which can affect both consumer choice and commercial performance.

What happened: - Well Told Advisory launched today as an independent strategy and communications practice for food and wellness brands. - The practice was founded by Laura Chalela Hoover, MPH, RDN, a former executive vice president in Edelman's food and beverage practice. - The company is based in Bend, Oregon, and works with brands globally.

The details: - Well Told Advisory says it helps companies align R&D, marketing, communications and leadership around what is true, what consumers care about and what will move the business forward. - The practice offers four services: Direction, Proof to Desire, Counsel and Bringing It to Market. - Direction helps brands determine where to lead. - Proof to Desire translates scientific credibility into consumer positioning. - Counsel provides senior-level strategic guidance. - Bringing It to Market turns strategy into communications for the right audiences. - The proprietary Credibility Gap System™ is designed to help brands close the distance between what they can credibly claim and what consumers have a reason to care about. - Brands can start with a Credibility Snapshot, a one-week assessment of the brand story, the barriers and the next focus areas. - Hoover leads every engagement directly and can bring in a curated network of specialists when needed. - Hoover previously worked at Edelman after roles at Golin and Weber Shandwick. - Hoover is also a registered dietitian nutritionist with a master's degree in public health. - The practice serves food, beverage, supplements, functional nutrition, fitness, health technology and healthy aging brands.

Between the lines: - The launch reflects a broader shift in wellness marketing, where science alone is not enough to win consumers. - Hoover is positioning the practice as a senior, hands-on alternative to a traditional agency model. - The pitch combines scientific fluency, commercial strategy and communications expertise in one offering.

What's next: - Well Told Advisory is now taking on clients globally. - Brands can begin with a Credibility Snapshot to identify gaps in their story and decide where to focus next. - More information is available at the company's website.

The bottom line: - Well Told Advisory is betting that the brands most likely to win in wellness will be the ones that can make credible claims feel clear, relevant and desirable.