Expo West 2024: Evergreen Rebrands, Reformulates To Draw In New Consumers

After launching over three years ago, better-for-you breakfast brand Evergreen has reformulated its fruit- and vegetable-laden waffles to shed its identity of being a health-first food and instead market itself on fun and flavor. The reformulation came with a packaging refresh that brought more color to the brand’s identity in an attempt to attract new customers in the frozen aisle.

Evergreen founder and CEO Emily Cole Groden talked to Nosh senior reporter Lukas Southard about how the brand took constructive criticism to relaunch itself this year. Groden also explained how the brand’s innovation into bites and sandwiches not only positions it better in an increasingly competitive category but also unlocks new opportunities outside of the natural channel and into more conventional retail chains.