In the food industry, we inherently create a connection between us and the earth. Cementing this symbiotic relationship, plant-based creator Nutiva has revamped its branding. Its new packaging will reflect a deep connection to sustainability, sporting an expressive halo of colors inspired by the sun’s energy and nodding to the range of nourishing products in its portfolio.
“We’ve always been passionate and committed to transforming the way the world eats with foods that nurture the body, the planet, and the communities that grow them,” said Steven Naccarato, Chief Executive Officer. “This evolved branding communicates what makes Nutiva special, an unwavering commitment to bring consumers delicious products of the highest quality, while leaving the world better than we found it. Through extensive consumer research, we validated that our new look is eye-catching and memorable, clear in its communication of benefits, and preferred by retail customers, loyal consumers, and new shoppers to the brand.”
With this rebrand, Nutiva aims to create visual impact on the shelf while conveying the belief that a bright future is rooted in healthy food. Its new packaging features distinctive colors to improve shopability with callouts for certifications like USDA Organic, Fair Trade, and non-GMO. Product photography is used prominently in the updated design to highlight the rich, flavorful taste experience Nutiva is known for.
The revamped packaging began to roll out across the United States in October and will continue to hit shelves through the beginning of next year, a press release stated. One item launching in tandem with the updated branding is Nutiva’s Organic C8 MCT Oil, which enters the market this month.
Doubling down on its commitments, a portion of every Nutiva product purchased goes toward supporting farmer empowerment, climate action, and food education. Nutiva has supported relief operations following devastating typhoons which caused flooding in the Bicol Region of the Philippines, home to the majority of its sustainable, small-scale coconut farming partners. The company has partnered with farmers in Ethiopia to build a responsible and sustainable supply of organic avocado oil, including donations to empower women to become avocado farmers. To date, Nutiva has reinvested over $5.5 million into ecosystems and communities.
Nutiva products are available on its website and Amazon, as well as retailers across North America including Whole Foods Market, Target, Walmart, Loblaws, Safeway, Kroger, Costco, and more.
Keep an eye out for new category trends as Nutiva drives dollars toward the oil set with its renewed energy and look.