Votes are being calculated for the latest matchup of “Battle of the Brands,” a reality TV competition featuring better-for-you food and beverage brands vying for increased brand awareness, sales and investment.

"Battle of the Brands" pits two brands against each other during two-minute audition trailers in the same "weight class," aligned by key characteristics like sales data, founding story or social audience size. The latest battle included Zolli Candy, led by 17-year-old CEO Alina Morse, and Joolies, which just launched a brand extension.

Each week, competing brands' fanbases can cast their votes for the chance to win a free year's supply of their favorite snack brand. The brand that receives the most votes wins the right to appear in a full episode on Season 1 of “Behind the Wrapper,” Better For You Media's how-it's-made program hosted by Food Network and Nickelodeon producer and host Marc Summers. “Behind the Wrapper” will air later this year as full episodes featuring celebrity guests and variety segments. 

In addition to being showcased, brands will earn a chance to secure funding from investors, sell on a direct-to-consumer, QVC-style home shopping show, and increase their global distribution footprint.

"I love working on projects like these because of the passion we see from brands making incredible products and their amazing fans who love them," Summers says. "We are starting to see that passion take over 'Battle of the Brands' and you can expect ‘Behind the Wrapper’ to capture that essence."

Four battles are complete – chocolate energizer Mid Day Squares defeated healthy hydrator Lemon Perfect, plant protein heavyweight Tosi Snacks defeated clean snack champion Lesser Evil, fermented foods forerunner Cleveland Kitchen defeated plant-based powerhouse Big Mountain Foods, and water kefir pioneer Sunny Culture defeated organic marshmallow innovator Dandies. Macadamia master Milkadamia was also victorious in its opening battle.

Fans who watch the trailers can access a coupon code to save on purchases of their favorite products, and coupon redemptions have increased weekly. Remaining "Battle of the Brands" matchups include Mind Blown versus Crafty Counter and Three Farm Daughters versus Big Tree Farms.

“Behind the Wrapper” will hold its first casting call for Season 2 at Natural Food Products Expo East in Philadelphia on Sept. 28-Oct. 1.