Consumers are savvier than ever, and, as a result, more companies around the food industry are altering their ingredients, operations, branding, and more to maintain consumer trust and demand. Since its initial launch just three years ago, Mighty Organic has challenged the status quo of the food industry and is challenging the food industry yet again by placing a renewed focus on its mission of better animal care and better food like grass-fed jerky, sticks, and bars.
“At Mighty Organic, we do meat the way it should be done, and we are one of the only companies that offers 100 percent grass-fed, certified organic meat snacks. But with over 500 different meat snacks on the market with decades of marketing behind them, we felt like our younger brand and message wasn’t breaking through the other jerky brands, so we decided to evolve our brand voice and cut through the noise with our mission,” Brand Manager Ellie France tells me. “With our new focus and packaging that emboldens our message, we wanted to stress both parts of our name—Mighty and Organic—because these two values make us inherently unique in the wall of meat snacks and make a clear distinction in a category that doesn’t have the best reputation for humane treatment of animals and organic, quality ingredients.”
Rather than changing its core ethos in the brand refresh process, Mighty Organic’s clearer focus on the mission of animal care and bolder packaging gives the company a voice to communicate who it is and why what it does is important. The company’s website and packaging across all assets now features its brand name bigger and bolder so that consumers and competitors alike know what sets Mighty Organic apart from the pack.
“We know that our consumers want a ‘mighty’ snack, one that provides them with satiety, protein, and variety. We also know that consumers are starting to make snack choices that are more intentional regarding animal welfare, sustainability, and the planet. As a result, the packaging on all of our Jerky and Meat Bars has gotten a blast of color and our website now shows that colorful packaging off, alongside in-your-face messaging about who we are and why we put animal care and organic farming values first,” Ellie explains.
In addition to new line extensions, Mighty Organic’s new brand focus and packaging are worth watching as our industry continues to steer toward health and sustainability.
For more insights into companies paving the way for our industry, keep reading Deli Market News.