Expo West Rebrands: Unbun, Catalina Crunch, Seattle Chocolate & More

Though Expo West is a popular launch platform for new products, the show also serves as a sneak peek of companies’ rebrands and packaging refreshes for existing products and formats. Check out this gallery to see new looks from brands like Catalina Crunch, Mojave Mallows, Scott’s Protein Balls and more.

Zoup! Specialty Products

Zoup! showcased a redesign across its soups, broths and concentrates that will begin rolling into stores nationwide in late spring. According to the brand, the new design “enhances the brand’s retail presence and strengthens its connection with [consumers]” with a sleek logo, vibrant colors and clear typography.

Catalina Crunch

Cereal and snack producer Catalina Crunch unveiled a fresh look with easier-to-read sugar and protein callouts (written in yellow to pop against a royal blue background), a keto-friendly callout and a sunnier logo.

Unbun

Unbun is reinvigorating the packaging for its portfolio of high-protein bread, trading in its simplistic two-tone packaging for a more playful logo and look showcasing the brand’s whole protein content. Additionally, the brand introduced its new Complete Protein Bread and Complete Protein Naan at the show.

Maeve (Seattle Chocolate)

After more than 30 years on the market, ethical chocolate purveyor Seattle Chocolate has transformed into Maeve, a move the brand says “embodies imagination, flavor and impact.” The name was inspired by the Irish warrior queen and “represents strength, boldness and a fearless approach to chocolate.” The new packaging, designed in collaboration with packaging studio Young Jerks, will soon roll out to retailers nationwide, including World Market and Sprouts.

Mojave Mallows

Mojave Mallows, the organic marshmallow brand founded by former Girl Scouts Stephanie and Wendy Chan, showed off its new retail-ready packaging – forgoing the clear bag look for a retro-leaning standing pouch pack. The company also debuted its latest flavor, a new S’more Speckled Marshmallow (Chocolate Chip Mallows With a Graham Dusting).

Scott’s Protein Balls

Scott’s Protein Balls introduced a sleeker brand look featuring solid color backgrounds, a cleaner logo and simplified callouts across its 6-SKU product line. The pouches aren’t the only new attribute; the brand also reformulated the entire line, removing erythritol, stevia and added gums. Scott’s is also transitioning from pea protein to fava bean protein.

Tosi

Tosi has put some of its fresh $15 million Series B capital into a brand refresh. The new look is paired with an updated ingredient deck free from refined sugar. The new packaging, which brings illustrations and a blue color motif in place of its previous white and green palette, will reach retail in the coming months.