Freeze-dried fruit snacks company Crunchies unveiled a top to bottom branding refresh. Acquired by global food ingredient company Chaucer Foods in 2014, the brand’s refresh is grounded in an extensive market research study and features an all-new logo, product package, website and marketing campaign to extol the many virtues of freeze-drying.

“Our bold, new logo and packaging designs showcase our renewed focus on simplicity, quality and transparency,” says Scott Jacobson, Crunchies’ new L.A.-based CEO. “The decision to display photographs of our freeze-dried fruit on packages, rather than fresh fruit images, is the kind of transparency we felt was missing from the category, and it’s at the core of who we are as company and what our consumers value as well.”

Freeze-dried in the U.S. and Europe, with fruits sourced from around the world, all Crunchies products share the company’s hallmark of traceability. “We source our blueberries and raspberries from small farms in Europe, for example, because of their superior flavor profiles and performance when freeze-dried,” adds Mr. Jacobson. “We want our customers to know where their food comes from, and we share that information openly with them.”

A new, content-rich storytelling campaign about Crunchies’ product lineup will be highlighted on the company’s revamped, lifestyle-driven website and social media channels, as well as in PR materials throughout the coming months.

Available in both single-serve packs and larger grab-n-go resealable pouches, Crunchies freeze-dried products contain no added sugar and no artificial flavors or coloring and are non-GMO, gluten-free, vegan, kosher and halal certified. Crunchies’ lineup includes strawberries, mangos, pineapples, blueberries, raspberries, grapes, cinnamon apple, strawberry banana and mixed fruit. The new Crunchies is now available in stores nationwide for an SRP of $4.99 – 5.99 for resealable pouches and $1.25 for single-serve bags.