Organic Food Brand Nature's Path Debuts Bold Look
Nature’s Path, North America’s largest independent organic breakfast and snack food brand, is making it easier for consumers to find its great tasting, healthy products with the introduction of a bold and bright new look for its main line and its EnviroKidz line.
“We want our packaging to stand out and reflect how Nature’s Path is different from your standard, cereal and breakfast company,” says Arjan Stephens, executive vice president at Nature’s Path. “We’re different – we’re independent, family owned and from day one – over 32 years ago – always organic. We want this message to literally jump off the shelves.”
“Our new packaging is exciting, innovative and fun,” adds Stephens. Bold colors and clean designs “pop” on shelves, making it easier for consumers to spot their favorite products. The front-of-pack imagery focuses on the visual aesthetics of the food, and highlights the deliciousness of the product inside the package. The back-of-pack features improved product descriptions, tells the story of the company’s origin, and outlines the benefits of choosing Certified Organic and non-GMO.
For more than 32 years, Nature’s Path has been on a mission to educate, advocate and champion organic foods that are better for people and the planet. Throughout the years, the brand has built trust with consumers by being transparent about sourcing and sustainability. As such, the company is implementing a flow-through approach to rolling out the new packaging. Old packaging is replaced as items are sold and store shelves are restocked, resulting in a zero-write-off brand refresh, since product with old packaging will not go to waste. This is the most sustainable, environmentally friendly option, and supports the company’s mission of always leaving the Earth better than they found it.
As a part of the Nature’s Path brand refresh, the company’s EnviroKidz line is also receiving a redesign (see photo 2). The new EnviroKidz look features brighter, playful packaging and a more integrated logo, which all aligns with the new Nature’s Path packaging. Of course, EnviroKidz preserved the fan-favorite element on the box—the animals. The kid-friendly and informative packaging highlights information about the animals, and how consumers support the conservation efforts when they choose EnviroKidz, while also providing parents with important nutrition information on an updated front-of-pack and nutrition panel.
New packaging is currently rolling out to store shelves nationwide.