Good Foods Brings More Good to More Moments with Vibrant Brand Refresh

Grounded in consumer insights, the new look heralds next era of growth for the brand 

PLEASANT PRAIRIE, Wis. (October 8, 2025) – Good Foods, the brand bringing more good to more moments with thoughtfully made guacamole, salsas and dips, has revealed a refresh of its brand identity. From delicious products made with real ingredients to a vibrant, welcoming design system, every detail is crafted to inspire consumers and celebrate the joy of sharing food. Updated packaging across the brand’s portfolio of products is hitting shelves now at retailers nationwide, including Target, Costco, Kroger, Sprouts, Publix and more. 

The refresh is the result of in-depth consumer research and a desire to bring new energy to the category while maintaining Good Foods’ grounded values and adventurous spirit. In addition to a new color palette, key changes to the brand’s visual identity include a sunny new logo, playful typography and ingredient photography. Updated packaging allows consumers to better view the product’s color and texture and includes easy, delicious serving suggestions. 

“As part of this process, we’ve had the pleasure of engaging directly with our consumers. Those insightful conversations and other research have shown us that more than anything, they want to enjoy what they eat and to share it with others,” said Shannon Maher, chief growth officer at Good Foods. “This brand refresh goes beyond just a ‘new look’ – it also guides how we deliver vibrant food experiences, bringing more good to more moments.”  

Beyond changes to the brand’s appearance, Good Foods has also announced exciting changes to its leadership team, including the hiring of industry veterans Jackie Levin (president and chief operating officer) and Fernando Martín del Campo (executive vice president of supply chain services) and the promotion of Maher to CGO last year. Kurt Penn remains chief executive officer and chairman of the board at Good Foods. 

Amidst these changes for the brand, Good Foods remains committed to doing things the right way, using real ingredients and high-quality standards rooted in culinary craft to deliver their fan-favorite products and new innovations.  

Check out the brand’s new look on shelves, on the website and social media (Facebook, Instagram, TikTok).  

About Good Foods 

Good Foods Group brings more good to more moments with guacamole, salsas, and dips that are thoughtfully made with real ingredients. From craveable classics to inventive new flavors, everything we make is flavor-first, built for shared joy and rooted in culinary craft. As one of the first companies to apply high pressure processing (HPP) technology to the category, we’ve helped set the standard for keeping foods safe and at peak freshness—without compromising taste or quality. Good Foods is here to elevate everyday moments with bold, fresh flavor.