Whole Foods has been a smashing success and continues to cash in on the health conscious subsegment of America. For the most part, Whole Foods stays on strategy.

But Whole Foods has a line of Soy Protein Powders for mixing drinks that only the health conscious among the health conscious drink. That line of products is unacceptable when it comes to focus and alignment.

For instance, the vanilla flavor has virtually no sugar and contains 24 grams of protein in one eight ounce prepared drink. The chocolate flavor contains 15 grams of sugar, albeit fructose, and only 14 grams of protein. When prepared as drinks, they bear no resemblance to one another, and might as well be separate brands. One tastes great, surprise, surprise the chocolate with the sugar. The vanilla is difficult to make yourself even swallow.

These are supposed to be two flavors of the same health-focused brand. These two flavors are an example of lack of alignment. They feel like they belong to different brands, almost different categories.