So what are we talking about? Chocolate- but not just any chocolate, let me count the many ways this makes misanthropic roomates from the Mid-West roll their eyes:

It’s the first chocolate to be certified organic

It uses cocoa from Rainforest Alliance farms

It’s certified Vegan

It’s Kosher

It’s gluten free

Donates 20% of their net profits to intentional causes.

and this is the big whammy: It’s special ingredient is “Intentions” ie: good vibes have been embedded into the chocolates.

“The chocolates embedded with this new ingredient “Intention” have been shown to significantly decrease stress, increase calmness, and lessen fatigue in those who consume it. With the introduction of this groundbreaking new product, creator and founder Jim Walsh aims to create an entirely new category of chocolate that both enhances its already beneficial qualities and brings our understanding of nutrition to another level. Breakthrough licensed technology helps embed the focused good intentions of experienced meditators and then infuses those intentions into chocolate — some who have trained with the Dalai Lama. The Dalai Lama himself stated, “I think this chocolate will bring great happiness to mankind.” Their hope with Intentional Chocolate™ is to reintroduce this ancient wisdom and galvanize a shift in the food industry to bring greater health and food that restores us, renews us and heals us.”

So I think you’ll agree that this chocolate brand is a perfect example of Flexible Flux™. The Human Truth™ of this wave is: “I want some good stuff even in my bad stuff.”™ It’s about letting yourself off the hook. We generally think of chocolate as a naughty indulgence, but this Intentional Chocolate™ is appealing to our higher order thinking. It’s helping people manage their internal approval by letting them feel “right” while being a little “wrong”.  Apparently it tastes amazing – so it might just work it’s magic on my roomate after all!

Everyone from Domino’s to Starbucks is cashing in on the word which calls to mind images of a 3^rd generation craftsman in a far off land carving something with his well worn, expert hands. Hardly the case for these mass produced products, I’m sure you’ll agree.

“More than 800 new food products have christened themselves artisan something-or-other in the past five years, reports researcher Datamonitor. While fewer than 80 new foods dubbed themselves artisan just four years ago, the number more than doubled to nearly 200 in 2010. “The word artisan suggests that the product is less likely to be mass-produced,” says Tom Vierhile, innovation insights director at Datamonitor. “It also suggests the product may be less processed and perhaps better tasting and maybe even be better for you.”

That made me think of the Flexible Flux™ wave. This wave is about managing internal approval. It lulls people into an often false sense of approval about doing something they know is less than good for them. They offer something that perhaps genuinely a little better than the “regular” brand, but in most cases only marginally. For an increasing amount of people that’s enough to assuage the guilt associated with the purchase. They are embodying the Human Truth™ of this wave: “I want some good stuff even in my bad stuff.”™

Well, I noticed this Fresh Vending concept that showcases about 400 choices of organic and natural snack & beverage options.

PSFK says: “While the machine still features cookies and crackers, these will be from brands that use only premium, all-natural ingredients, such as sugar instead of corn syrup. The vending machines is also equipped with dual-climate capacity, making it possible to store a wide range of healthy food, from soymilk and fresh fruits to granola bars and potato chips.”

Flexible Flux™ is about JUSTIFIED COUNTER BALANCE.  If you’re going to do something that could be considered “bad” then choose the option that’s not “as bad”.  Kinda like all those ladies who order 5 vodka lime and sodas instead of 5 whiskeys, or guys who get “salad” on their burger.  Ok, those might be extreme examples but it’s all about rationalizing decisions.

When people head to a vending machine it’s because they have few options based on time or location, so providing healthier options will no doubt be successful.  I’d like to see it go even further with regard to freshness.  The French know what I mean, check out this vending machine that pops out a freshly baked baguette!  Merci Beaucoup!

“Supercandy”!!  While the makers of Snap don’t deny that this is candy… they are no strangers to the fitness industry and have developed treats that health conscious people can feel good about.

“Snap Infusion Supercandy seeks to provide snackers with both. Each biodegradable package of candy contains a daily dose of B vitamins, antioxidants and electrolytes delivered via patented “Snap bead” microcapsules. There’s no pretense that these are “health” food; the creators wanted to make candy, but candy that was healthier than most. Snap’s launching with five classic candy varieties: gum, tarts, caramels, gummies and jelly beans. Each is naturally flavored, colored and sweetened. There’s no high fructose corn syrup and no trans fats. And while they still pack a calorie punch, it’s around half that of most similar treats.”

The Human Truth™ of Flexible Flux™ is: “I want some good stuff, even in my bad stuff.”™ It’s about “rationalizing decisions”,  which is something that so many people do on a daily basis when it comes to food choices.

A Swedish company is about to launch a gum that might change that.

“Vigo Gum contains Vitamins A, B1, B6, B12, C, beta carotene and selenium and claims to be good for stronger hair, nails and healthy, elastic skin. The nutritional information has been reviewed by the European Food Safety Authority; however, a spokeswoman  “We are not saying that you will look better but that you will maintain a healthy complexion.”

The HuffPo pointed out that there has already been criticism.  Apparently, Louise Ungerth, head of the local Stockholm consumer association, wrote on her blog: “It is the most stupid product that has ever hit the shelves.” That tends to happen in the Flexible Flux™ wave, because it’s about things that aren’t ALL the way good or bad.

I personally think it’s a great idea.  I’m someone who chews a lot of gum and I’m concerned I’m not getting enough vitamins and nutrients in my diet.  So this something I would feel good about chewing.  I’m sure health nuts would say to me: “how ‘bout you try eating more fruit and vegetables!”

I would probably just sigh and say: “yeh I know” as I reach for another stick of VIGO.

“Dairy Queen promoted baby Blizzards last month, giving diners about half the calories of the small 12-ounce size. In March, Starbucks Corp. (SBUX) unveiled the “petite” line of mini cupcakes, whoopie pies and lemon squares for $1.50 each; the junior lemon square has 120 calories, compared with 490 for Starbucks’s lemon pound cake. McDonald’s Plans McDonald’s Corp. (MCD), which hawks several 700-calorie burgers, is also experimenting with how to scale back. The world’s biggest restaurant chain is testing $1.99 chicken bites at some sites in Detroit and has promoted Angus snack wraps, about half the size of the deluxe burger of the same name”

But it doesn’t always have to be about calorie counting.  Sometimes I just want a taste, not a meal.  I hate wasting food so this is a good option for me.  When you consider how much we throw away (30% off all food!) these mini options make a lot of sense.

The essence of Flexible Flux™ is “Rationalizing decisions”.  Having a size “smaller than small” really does decrease the guilt often associated with indulgent foods.

Well, the Human Truth is “I want some good stuff in my bad stuff.”™ And, Burger King has just released a new grainy ciabatta bun that is a perfect example. So, you find yourself at a fast food counter but at least you can let yourself off the hook a little by ordering a burger with a bun that’s made from whole grains and provides less calories, fat, and sodium compared to other offerings. The spiel says it’s “a great addition to a nutritionally-balanced lifestyle, without compromising on taste.”

A spot on example that’s not hard to understand.

Well here’s a QSR that’s taking things to the next level. The NYC based 4Food mission is “de-junking fast food” by bringing “fast food that’s fresh, delicious, and nutritious to everyone. The restaurants are designed to function as community hubs, serving local appetites with healthy, customizable options. 4Food commits to using no fads, fillers or anything artificial in its product.”

Check out this cool video explaining their noble cause here.

So basically they are putting “good stuff” (substantially more nutritious and healthy food) into the “bad stuff” perception of fast food.  Their first store will open August 16, 2010  at 40th Street and Madison Avenue, but I have a feeling this is a concept that will take off.  We’ll be watching closely and let you know!

Apparently, you will able to: “consume your favorite drink just like any other solid food, without the hassle of carrying heavy glass bottles. Russian professor Evgeny Moskalev of Saint Petersburg Technological University has evolved a technique that allows turning alcohol into powder and packing it in pills. The new technique can solidify any kind of alcohol, including whisky, cognac, wine and beer. “Dry” vodka can be wrapped in paper and carried around in a pocket or a bag.”

Wait.  What’s the “good” side to this OD waiting to happen?  Well, the article says: “Vodka in form of a pill would come handy at parties when “consumers” would be able to calculate their exact required dosage.”

Hahaha. What’s a night out without calculating one’s “dosage?”   And, of course the girls I talk to about this pill all jump straight to: “NO CALORIES????”

Well, almost anything’s a good idea if it’s no calories …er… right? Hmmmmm

The “Mad Pride” movement originated in the late 1990s, primarily in London and the UK, and Mad Pride events have since been organized around the globe, from Australia to South Africa and the United States, drawing thousands of participants, according to Mind Freedom International, a United States mental health advocacy organization that promotes and tracks events spawned by the movement.

Through a series of mass media campaigns activists seek to reclaim terms such as ‘mad’, ‘nutter’ and ‘psycho’ from misuse, such as in tabloid newspapers.  The Wiki says “Mad Pride activists seek to re-educate the general public on such subjects as the causes of mental disorders, the experiences of those using the the mental health system, and the global suicide pandemic.”

This Newsweek article talks to a charismatic, energetic “mad pride” collective leader who wants to promote the idea that mental-health diagnoses like bipolar disorder are “dangerous gifts” rather than illnesses.
“We don’t want to be normal,” says Will Hall. The 43-year-old has been diagnosed as schizophrenic, and doctors have prescribed antipsychotic medication for him. But Hall would rather value his mentally extreme states than try to suppress them, so he doesn’t take his meds. Instead, he practices yoga and avoids coffee and sugar. Hall explained how the medical establishment has for too long relied heavily on medication and repression of behavior of those deemed “not normal.” Icarus and groups like it are challenging the science that psychiatry says is on its side. Hall believes that psychiatrists are prone to making arbitrary distinctions between “crazy” and “healthy,” and to using medication as tranquilizers.”

At first, I thought this would fit up in the “Self-Actualization” Maslow category but then it occurred to me that it is a great example of Flexible Flux™.   Whatever your personal opinions of these groups and what they are trying to achieve… you have to admit that they are certainly trying to find the “good stuff in the bad stuff”- which is what Flexible Flux™ is all about.

And interest racks up, some graduates managed to snag more than $2,000. As for girls who end up with buns in the oven, her money is divided out amongst the other girls still in the program. Not a bad deal.

Enticing teenagers to secure a better future through monetary means provides security not just for the individual girls, but for the college itself and society in general. Unfortunately, many young girls don’t have the family support and education needed to help them prepare better futures, and asking teenagers to place their trust in a such a program makes for an interesting safety net. Watch the news video here.