Health Branding and Food Communication: A Branded Content Analysis of Ketofastosis Lifestyle on Facebook

The rise of health-oriented lifestyle branding on social media has reshaped public discourse around food, wellness, and identity. Among these movements, the Ketofastosis Lifestyle (KFLS) community on Facebook has emerged as a compelling example of grassroots health branding. This study explores how health branding is constructed and communicated through food narratives within the KFLS Facebook group, focusing on the ways members articulate and promote Ketofastosis principles. Using Branded Content Analysis (BCA) with an inductive coding approach (Natural BCA), the research examines community-generated content to uncover the symbolic and discursive strategies embedded in Ketofastosis food communication. Findings reveal that the health branding of Ketofastosis Lifestyle is anchored in five core pillars: Feeding, Sleeping, Moving, Relaxing, and Fasting. These pillars serve as a holistic framework for promoting metabolic health and personal discipline. Food communication within the group emphasizes the consumption of “real food” characterized by low carbohydrates, moderate protein, and high fat. Members frequently employ a distinctive lexicon (such as “amunisi,” “realfood,” “ponari,” “jendela makan,” and “OMAD” or one meal a day) to reinforce shared values and practices. This branded language not only fosters group identity but also simplifies complex nutritional concepts for lay audiences. Ketofastosis advocates a high-fat, high-protein, ultra-low-carb diet, synergized with intermittent fasting protocols of 16, 18, or 20 hours. KFLS's branded content combines scientific rationale, experiential testimony, and emotional resonance, positioning Ketofastosis as a health brand that promotes both a dietary strategy and a lifestyle philosophy. This study contributes to the expanding literature on health branding and food communication by offering insights into how digital communities co-create branded health narratives. It also provides practical reference for individuals seeking to adopt Ketofastosis as a sustainable health practice in the age of social media wellness movements.