Recipe and preparation
Hands, ingredients, pan: short videos that show how a dish or drink comes together with your product.
Industry: food and beverage
UGC for food and beverage brandsso people want a taste
Food sells through pictures: how something is made, how it looks and how people react to it. We film food and beverage products in our studio in Germany, with recipes, taste tests and unboxing for your ads and channels.
Who this page is for
This page is for brands that make packaged food and beverages and sell them in retail or online.
That includes food startups, snack and confectionery brands, coffee and tea brands, sauces and spices, beverage brands and meal kit companies. We do not shoot on site, so this page is not for restaurants, cafes or bakeries in the US. For US brands we work with shelf-stable products only.
Typical goals
Food and beverage brands mostly want their product recognized on the shelf or online and tried for the first time.
That means UGC, videos in the style of real customers, with taste tests, recipe ideas or unboxing for ads and channels. On Amazon and in your own store, photos and short clips show portion size, packaging and how the product is used. Reels, the short vertical videos on Instagram and Facebook, carry recipe content especially well.
Formats and services that fit
These formats work especially well for food and beverage brands.
Taste test and reaction
A creator tries the product and describes what they taste. This format works well for ads.
Unboxing and first impression
A creator opens the package, shows what is inside and tries it for the first time. Good for subscription boxes and new launches.
Food and product photos
Photos of packaging, servings and products in use for your store, Amazon and channels. Photo packages start at $159 net for 5 images.
Social media management
Content calendar, posts, Stories and replies to comments as your outsourced social media team, from $1,190 net per month.
Logo and website
For new brands we design logo and website with products, ingredients and where to buy. A one-pager costs $1,790 net.
UGC price calculator
How much does your UGC video cost?
Choose the number of videos, length, editing, hooks and usage. The calculator compares single prices and packages and shows you the lowest option in one minute, no sign-up needed.
Calculate your priceUS rules to keep in mind
These points generally apply to advertising food and beverages in the US. They are no legal advice.
- Health claims need substantiation. The FTC requires competent and reliable scientific evidence for health claims in advertising, and this applies to what a creator says in the video too.
- The FDA regulates claims on food labels, including health claims, nutrient content claims such as “low sugar” and structure/function claims. Keep claims in your ads consistent with what your label is allowed to say.
- Claims that a food treats, cures or prevents a disease, such as “lowers blood pressure”, are generally not allowed for ordinary food.
- UGC is advertising. Under the FTC Consumer Review Rule it must not be presented as an independent customer review, and scripts must not invent experiences.
- When a video runs from a creator's account, the paid relationship must be disclosed clearly, even when the creator is paid in product.
- Alcoholic beverages follow additional federal and state advertising rules. Tell us in the brief if your product contains alcohol.
Common mistakes
- Shooting food in poor light on a phone because it has to be quick.
- Showing only the finished product, although preparation and people get more attention.
- Using health promises like “boosts your immune system” without substantiation.
- Making claims in ads that the product label would not be allowed to carry.
- Posting irregularly and starting over after three weeks of silence.
- Shipping perishable products without checking first whether they can be imported and how long they keep.
How a food shoot works
We do not shoot on site in the US. You ship your products to our studio in Germany.
- 01
Intro call
In 20 minutes on Microsoft Teams we clarify goals, channels, products and whether your products can be shipped to Germany.
- 02
Planning
We decide which scenes we need and which creators appear on camera.
- 03
Shipping
You ship the products DDP and cover shipping, duties and import taxes. For chilled or perishable goods we agree delivery and shoot date in advance.
- 04
Shoot, edit and approval
You receive the finished videos for review, then we make the agreed revisions and deliver the final files.
Price examples
All prices are net in USD and exclude taxes.
| Single video up to 30 seconds, organic unlimited, paid ads 12 months | $149 |
| Starter: 3 videos with 2 hooks each, paid ads 12 months | $549 |
| Photo S: 5 food or product photos | $159 |
| Social media management Basic: 2 channels, 8 posts | $1,190 per month |
| Website one-pager | $1,790 |
Social media management adds a one-time setup fee of $590, waived with a 12-month term. You cover shipping, duties and import taxes for products sent to our studio.
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FAQ
Frequently asked questions
Does FNLY Social work with restaurants in the US?
No. FNLY Social does not shoot on site in the US, so we work with food and beverage brands that can ship their products to our studio in Germany. Social media management with your own photos and footage is possible for other businesses too.
What can I say about the health benefits of my food or drink?
Health claims need substantiation under FTC rules, and claims on labels are regulated by the FDA. Claims that a food treats or prevents a disease are generally off limits for ordinary food. This is no legal advice, so have health claims reviewed by an attorney before you publish.
How does my product get to your studio?
You ship it DDP to our studio in Germany and cover shipping, duties and import taxes. For chilled or perishable goods we agree delivery and shoot date in advance so the product is fresh on camera. Products stay with us or are disposed of after the shoot. For US clients we only accept shelf-stable products; chilled or perishable goods are not possible because of customs and shipping times.
How much does a food UGC video cost?
At FNLY Social a single video up to 30 seconds costs $149 net, including organic use and 12 months of paid ads. The Starter package with 3 videos and 2 hooks each costs $549. A recipe script costs $49 per video if you want us to write it.
Can you take photos for Amazon and our online store?
Yes. Photo S gives you 5 product or food photos for $159 net, usable organically and in ads without a time limit. We crop to the format requirements of each platform.
Do creators have to disclose that they were paid in product?
Yes. Under the FTC Endorsement Guides, free product counts as a material connection, so a post on the creator's own account needs a clear disclosure such as “#ad”. In your brand's own ads, the platform's ad label applies.
What does social media management cost for a food brand?
The FNLY Social Basic plan with 2 channels, 8 posts and 8 Stories per month costs $1,190 net. A one-time setup fee of $590 applies and is waived with a 12-month term. The minimum term is 3 months.
Food and beverage
Show what goes on the plate
Tell us about your product. We suggest formats and tell you what they cost.