Rebranding

Now that The Coconut Cult has fully rolled out its refreshed packaging design, CEO Ari Raz talked with Nosh about positioning the plant-based yogurt for future success and how clear messaging is a big part of its growth strategy.

From butter boards and exotic flavors to premium $11 Les Pres Sales Sea Salt Camargue butter and refrigerated ghee sticks, there’s been plenty of buzz coming out of the solid cooking fats category.

Seaweed aquaculture company Atlantic Sea Farms (ASF) has unveiled a fresh new look across its retail and wholesale products, seeking to forge a stronger connection between its partner farmers and consumers.

Though the show may primarily be known as a launch platform for new products, dozens of brands took to the last ever Natural Products Expo East to highlight rebrands and packaging refreshes across existing products and formats. Check out this gallery to see the fresh new looks from brands including Rob’s Backstage Popcorn, Eat the Change, Tucson Foods and Cometeer.

The Coconut Collaborative is embracing its dark side. The European yogurt and dessert brand this month announced a relaunch as Bon Devil in the U.S.

This month, Evolve, Cytosport’s plant-based protein platform brand, will debut a new brand identity and reformulated products across its range, beginning with its core shake line. With dairy-based Muscle Milk experiencing double-digit sales declines, according to Nielsen data, Evolve is positioned to be Pepsi’s primary growth driver in plant-based protein, a space that includes players like OWYN, Koia, Orgain and Aloha.

Pretzel makers since the 1700s, the Spannuth family launched commercial bakery Unique Pretzel Bakery in 1921 and its store brand in 1964. The company is now rebranding to Unique Snacks, hoping to build out a larger salty snacks platform.

Nature’s Fynd thinks the plant-based market is ripe for disruption — and that the answer lies inside a volcano. Previously known as Sustainable Bioproducts, the company recently rebranded as Nature’s Fynd to turn its fermented protein — found in Yellowstone National Park’s ancient ‘supervolcano’ — into everyday plant-based food and drink products.

In the 1980s and 1990s, Ancient Harvest bordered on the revolutionary for its use of quinoa. But much changed and not only was quinoa no longer the exotic grain it once was but the pasta and grain categories shifted too, with gluten-free callouts no longer rare. But 2020 will kick off a “new era” for the brand, CEO John Becker believes, starting with a relaunch of the line, a reformulation of products and the acquisition of the Pamela’s line of gluten-free baked goods, pastas and mixes.

Gluten-free breakfast brand Love Grown wants to wake up the tired cereal aisle. The brand, which first launched its better-for-you take on the breakfast staple in 2008, sees a bright future fueled by beans and other novel, nutritionally-dense bases and is launching new packaging — a key move as it prepares to expand into Walmart early next year.