EUGENE, Ore.– The brand that established the organic ice cream category in 1998, Julie’s Organic, is reclaiming its leadership position with an elegant rebrand and fresh new line of super premium organic pints. Ripe strawberries, luscious blackberries, dark chocolate chips and fresh organic mint leaves are among the pure ingredients adorning stylish new packaging debuting at Natural Products Expo West (Booth 4153).
“It’s hard to remember this now, but when Julie’s launched in the late ‘90s, organic was primarily limited to produce and dairy. There was nothing really available in indulgent, organic desserts,” said Michelle Hunt, vice president of marketing. “We pioneered a new category for people committed to choosing organic, people grateful for an ice cream aligned with their values. Since then, our audience has expanded and evolved exponentially, but the Julie’s imagery had not. A fresh look at our packaging was long overdue.”
Along with the rebrand on its top-selling novelties, Julie’s Organic is introducing 11 new pint flavors in 2017. “What has stayed the same is Julie’s commitment to ‘pure delight,’ the brand’s ethos and long-serving tag line, and this was our inspiration for reimagining everything we make,” said Hunt. Julie’s eight super premium ice creams include: Classic Vanilla, Blackberries & Cream, Coffee, Cookies & Cream, Milk Chocolate, Mint Chip, Sea Salt Caramel and Strawberries & Cream. Additionally, three refreshing and silky sorbets follow the same organic pure delight approach with Just Lemon, Mango and Raspberry.
The organic milk and cream used in Julie’s Organic are always free from synthetic growth hormones like rBST and antibiotics. The new pints are sweetened with unrefined organic cane sugar and are free from added or artificial colors, added or artificial flavors, high fructose corn syrup, carrageenan, tapioca syrup and tapioca starch. The sorbet flavors are non-dairy, vegan and soy free. All Julie’s Organic products are USDA certified organic and non-GMO.
New Design for Pints & Novelties Reflects Purity of Ingredients
Ingredients found in nature shine in the new packaging design crafted by David Lemley and the creative team at Seattle-based agency Retail Voodoo. Working with photographer David Clugston and stylist Julie Hopper, the team was inspired by the “pure delight” of the brand, bringing clippings from local blackberry bushes and fresh strawberry plants at the peak of summer freshness to the photoshoot.
Julie’s Organic ice cream and non-dairy sorbets are available in the West at Fred Meyer, Safeway Oregon and Northern California, QFC, Ralphs, King Soopers, New Seasons, New Leaf and PCC, and throughout the U.S. through natural food retailers such as Fresh Thyme, Earth Fare and other fine retailers. Pricing ranges between $5.99 in the West and $6.99 in the East. Recipes and count size remain unchanged for Julie’s best-selling novelties.
About Julie’s Organic Ice Cream
Introduced by Oregon Ice Cream in 1998, Julie’s Organic Ice Cream pioneered the organic frozen dessert category. In addition to eight premium ice creams and three sorbet pints, its popular ice cream sandwich is the best-selling novelty in the natural channel as measured by SPINS. Additional novelties include ice cream, frozen yogurt, sorbet and fudge bars. All of its products are certified organic and Non-GMO. For more information visit www.juliesorganic.com.