• Login
    • Join
  • FOLLOW:
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Exclusives
    • Nutraceuticals
    • Markets
    • Health
    • Jobs
    • Events
    • Buyers' Guide
    • Showcases
    • More
  • Magazine
  • News
  • Exclusives
  • Nutraceuticals
  • Markets
  • Health
  • Jobs
  • Events
  • Buyers' Guide
  • Showcases
  • Current & Past Issues
    Features
    Columns
    Editorials
    Digital Edition
    Subscribe Now
    Advertise Now
    eNewsletter
    Editorial Guidelines
    Top Features
    Nutraceuticals for Men: Muscle Health and Performance Nutrition

    Aging in Place: Healthy Lifestyles Supplement Science-Based Solutions

    Getting an Edge in Esports: Meeting the Health Needs of Competitive Gamers

    Beyond CBD: Cannabis Compounds Warrant Recognition and More Research

    Leveling Out the Energy Segment for Mainstream, and Rethinking Caffeine
    Breaking News
    Certifications, Approvals and Patents
    Exclusives
    Industry & Market News
    People
    Products
    Regulatory
    Research
    Supplier News
    Supplier Insights
    Live From Shows
    Top News
    Vitafoods Europe 2022 Attendance Returns to 2019 Level

    Beyond Raw Launches Concept X Pre-Workout Line

    Botanical Ingredient MorActive Evidenced to Relieve Back Discomfort

    Cargill’s Stevia Sustainability Program Benchmarked by FSA

    GOED Creates Infographic Highlighting Omega-3 Health Claims Approved in Europe
    Exclusives
    Blogs & Guest Articles
    Health E-Insights
    Area Code 420
    eBook
    Antioxidants
    Dairy-Based Ingredients
    Enzymes
    Fatty Acids
    Fiber & Carbohydrates
    Green Foods
    Herbs & Botanicals
    Marine Nutraceuticals
    Minerals
    Omega 3s
    Probiotics & Prebiotics
    Proteins, Peptides, Amino Acids
    Sweeteners
    Vitamins

    Botanical Ingredient MorActive Evidenced to Relieve Back Discomfort

    Cargill’s Stevia Sustainability Program Benchmarked by FSA

    GOED Creates Infographic Highlighting Omega-3 Health Claims Approved in Europe

    Kyowa Hakko Appoints Dr. Colin Hill to Immuse Scientific Advisory Board

    Choline Alone May Improve Maternal DHA Status During Pregnancy
    Consumer Trends
    Contract Manufacturing
    Cosmeceuticals / Nutricosmetics
    Delivery & Dosage Technologies
    Dietary Supplements
    Flavors & Colors
    Functional Foods & Beverages
    Healthcare Trends
    Medical Nutrition
    Mergers & Acquisitions
    Natural/Organic
    Nutrition Bars
    Packaging
    Pet Nutraceuticals
    Quality & Safety
    Regulations
    Research
    Testing
    World Markets

    Vitafoods Europe 2022 Attendance Returns to 2019 Level

    Beyond Raw Launches Concept X Pre-Workout Line

    Botanical Ingredient MorActive Evidenced to Relieve Back Discomfort

    Cargill’s Stevia Sustainability Program Benchmarked by FSA

    FDA Issues Draft Guidance on NDI Enforcement Discretion
    Bone & Joint Health
    Cancer Risk
    Cardiovascular Health
    Cognitive Function
    Diabetes & Blood Sugar Management
    Digestive Health
    Energy
    Eye Health
    Healthy Aging
    Immune Function
    Infant & Children's Health
    Inflammation
    Men's Health
    Mood Health & Sleep
    Oral Health
    Sexual & Reproductive Health
    Skin Health
    Sports Nutrition
    Weight Management/Weight Loss
    Women's Health

    Beyond Raw Launches Concept X Pre-Workout Line

    Botanical Ingredient MorActive Evidenced to Relieve Back Discomfort

    Kyowa Hakko Appoints Dr. Colin Hill to Immuse Scientific Advisory Board

    Expert Consensus Statement: Diet is Best Primary Intervention to Achieve Diabetes Remission

    Choline Alone May Improve Maternal DHA Status During Pregnancy
    Industry Events
    Live From Show Events
    Webinars
    All Companies
    Categories
    Trade Associations
    Company Capabilities
    International Buyers Guide Companies
    Xsto Solutions

    Gencor

    Nutrition21, LLC

    PhytoGaia Inc

    Aiya America, Inc. (Aiya Matcha)
    Companies
    Product Releases
    News Releases
    Literature / Brochures
    White Papers
    Jobs
    VIdeos
    Services
    Add New Company
    International Buyers Guide Companies
    Xsto Solutions

    Gencor

    Nutrition21, LLC

    PhytoGaia Inc

    Aiya America, Inc. (Aiya Matcha)
    • Magazine
      • Current / Back Issue
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers' Guide
      • All Companies
      • Categories
      • Trade Associations
      • Company Capabilities
    • Nutraceuticals
      • Antioxidants
      • Dairy-Based Ingredients
      • Enzymes
      • Fatty Acids
      • Fiber & Carbohydrates
      • Green Foods
      • Herbs & Botanicals
      • Marine Nutraceuticals
      • Minerals
      • Omega 3s
      • Probiotics & Prebiotics
      • Proteins, Peptides, Amino Acids
      • Sweeteners
      • Vitamins
    • Markets
      • Consumer Trends
      • Contract Manufacturing
      • Cosmeceuticals / Nutricosmetics
      • Delivery & Dosage Technologies
      • Dietary Supplements
      • Flavors & Colors
      • Functional Foods & Beverages
      • Healthcare Trends
      • Medical Nutrition
      • Mergers & Acquisitions
      • Natural/Organic
      • Nutrition Bars
      • Packaging
      • Pet Nutraceuticals
      • Quality & Safety
      • Regulations
      • Research
      • Testing
      • World Markets
    • Health
      • Bone & Joint Health
      • Cancer Risk
      • Cardiovascular Health
      • Cognitive Function
      • Diabetes & Blood Sugar Management
      • Digestive Health
      • Energy
      • Eye Health
      • Healthy Aging
      • Immune Function
      • Infant & Children's Health
      • Inflammation
      • Men's Health
      • Mood Health & Sleep
      • Oral Health
      • Sexual & Reproductive Health
      • Skin Health
      • Sports Nutrition
      • Weight Management/Weight Loss
      • Women's Health
    • Online Exclusives
    • Webinars
    • Slideshows
    • Blogs & Guest Articles
    • Health E-Insights
    • Videos
    • Podcasts
    • Infographics
    • eBook
    • Whitepapers
    • Research
      • TrendSense
      • Monograph Center
      • White Papers
      • Research News
    • Jobs
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • Supplier Showcases
      • Companies
      • Product Releases
      • News Releases
      • Literature / Brochures
      • White Papers
      • Jobs
      • VIdeos
      • Services
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Online Exclusives

    Nutiva Launches Purpose-Driven Rebrand with New Logo and Packaging

    Anne Thompson, chief marketing officer, discussed what branding with purpose means in the food industry today.

    Nutiva Launches Purpose-Driven Rebrand with New Logo and Packaging
    Related CONTENT
    • Expert Consensus Statement: Diet is Best Primary Intervention to Achieve Diabetes Remission
    • Jordan Process Receives Nutrasource ICAP Certification for CBD
    • NSF and SCNM’s School of Nutrition Collaborate on Master of Science Program
    • Cargill to Double Production of Tapioca Syrup
    • Third-Party Certifications Support Consumer Demand for Quality and Transparency
    12.06.21
    Nutiva, a company specializing in plant-based culinary foods such as oils, seeds, protein, MCT oil, baking products, and spreads, recently launched new logos and packaging designed to better reflect the company’s mission in areas of transparency, sustainability, and fair trade operations.
     
    The new identity is designed to create visual impact on the shelf, combining distinctive colors and a sun-inspired logo with front-of-pack certification labeling such as USDA Organic, Fair Trade, and Non-GMO to emphasize these key attributes, which often serve as designators of quality to today’s consumer.
     
    “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,” Steven Naccarato, CEO of Nutiva, said. “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.”
     
    In addition to the revamped packaging, Nutiva’s new Organic C8 MCT Oil, with USDA Organic, Keto, and Whole 30 Certifications to boot, will roll out as well.
     
    Supporting Partners
    Some of Nutiva’s recent commitments to farmer empowerment, climate action, and food education include support for relief operations in the Bicol region of the Philippines in the aftermath of typhoons and flooding, where Nutiva’s small-scale coconut farming partners are located. Additionally, Nutiva has partnered with farmers in Ethiopia to build a responsible and sustainable supply of organic avocado oil, donating to programs focused on supporting female avocado farmers. The company has dedicated $5.5 million to date for ecosystems and communities they operate in both locally and globally.
     
    “Nutiva’s brand’s repurpose is to revolutionize the way the world eats through foods that nurture people and the planet,” Anne Thompson, chief marketing officer at Nutiva, said. “The new brand identity serves to connect consumers more strongly with this mission and our brand belief that a bright future for all is rooted in healthy food. The bright new look and redesigned brand elements include a new logo inspired by the vibrant energy of the sun, with an expressive halo of colors nodding to the range of nourishing products in its portfolio.”
     
    Thompson said that combined efforts to transparently communicate and tell a story of sustainability, fair trade, and quality ideally take place across every platform possible for brands with purpose driven messaging today. Nutiva’s packaging, website, and social media platforms combined tell a story of the company’s various missions in these domains. Additionally, the company’s product certifications remain centerfold, as these are key differentiators in transparency.
     
    Winning with Purpose
    “Our consumers trust our credentials including USDA Certified Organic, Non-GMO Project Verified, Amazon Climate Pledge Friendly and more because we are transparent about our sourcing and gain these certifications through the proper channels. We think it’s important to convey our credentials and sustainability efforts on our packaging in order to engage with the purpose-driven nature of our consumers.”
     
    “All the consumer data shows that Millennials and Gen Z shoppers are more concerned about brand values than any other consumer segment,” Thompson continued. “They do their research and are willing to pay more for brands that align with their world view. As these consumer segments grow in buying power, I would imagine that purpose-driven brands will win out. Additionally, with COVID, consumers have returned to cooking more at home, they are taking pride in quality ingredients and putting in more time to explore healthy and tasty foods for their families.”
     
     
    Related Searches
    • Functional Foods & Beverages
    • Proteins, Peptides, Amino Acids
    • Packaging
    • Herbs & Botanicals
    Related Knowledge Center
    • Functional Foods & Beverages
    • Proteins, Peptides, Amino Acids
    • Packaging
    Suggested For You
    Expert Consensus Statement: Diet is Best Primary Intervention to Achieve Diabetes Remission Expert Consensus Statement: Diet is Best Primary Intervention to Achieve Diabetes Remission
    Jordan Process Receives Nutrasource ICAP Certification for CBD Jordan Process Receives Nutrasource ICAP Certification for CBD
    NSF and SCNM’s School of Nutrition Collaborate on Master of Science Program NSF and SCNM’s School of Nutrition Collaborate on Master of Science Program
    Cargill to Double Production of Tapioca Syrup Cargill to Double Production of Tapioca Syrup
    Third-Party Certifications Support Consumer Demand for Quality and Transparency Third-Party Certifications Support Consumer Demand for Quality and Transparency
     Solabia Algitech will Showcase Its Algae-Based Ingredients Solabia Algitech will Showcase Its Algae-Based Ingredients
    Aging in Place: Healthy Lifestyles Supplement Science-Based Solutions Aging in Place: Healthy Lifestyles Supplement Science-Based Solutions
    Fullscript Drives Consolidation While Eyeing Inroads to Conventional Care Fullscript Drives Consolidation While Eyeing Inroads to Conventional Care
    Nutraceuticals for Men: Muscle Health and Performance Nutrition Nutraceuticals for Men: Muscle Health and Performance Nutrition
    Environmental, Social and Governance in the Cannabis Industry: A Perfect Storm is Brewing Environmental, Social and Governance in the Cannabis Industry: A Perfect Storm is Brewing
    James Roza of Layn Natural Ingredients: Driving the Science and Botanical Innovation James Roza of Layn Natural Ingredients: Driving the Science and Botanical Innovation
    Dietary Supplement Delivery Formats Offer Strong Appeal and Unique Challenges Dietary Supplement Delivery Formats Offer Strong Appeal and Unique Challenges
    Market Shifts in Joint and Muscle Health Market Shifts in Joint and Muscle Health
    Director of Product and Program Marketing Director of Product and Program Marketing
    FoodChain ID Acquires Promag FoodChain ID Acquires Promag

    Related Content

    • Breaking News | Diabetes & Blood Sugar Management | Industry & Market News | Medical Nutrition
      Expert Consensus Statement: Diet is Best Primary Intervention to Achieve Diabetes Remission

      Expert Consensus Statement: Diet is Best Primary Intervention to Achieve Diabetes Remission

      The American College of Lifestyle Medicine, with multi-organizational support, said that plant-predominant diets can achieve remission ahead of other treatment.
      05.19.22

    • Breaking News | Certifications, Approvals & Patents | Herbs & Botanicals | Quality & Safety | Testing
      Jordan Process Receives Nutrasource ICAP Certification for CBD

      Jordan Process Receives Nutrasource ICAP Certification for CBD

      The company was the first raw material provider to join the certification program.
      05.18.22

    • NSF and SCNM’s School of Nutrition Collaborate on Master of Science Program

      NSF and SCNM’s School of Nutrition Collaborate on Master of Science Program

      The new Master’s degree program will equip working professionals with regulatory compliance and nutrition guidelines relevant to the supplements industry.
      05.16.22


    • Breaking News | Functional Foods & Beverages | Industry & Market News | World Markets
      Cargill to Double Production of Tapioca Syrup

      Cargill to Double Production of Tapioca Syrup

      Sourced from the cassava plant, tapioca syrup is used in a wide range of food products.
      05.10.22

    • Consumer Trends | Dietary Supplements | Quality & Safety | Regulations | Testing
      Third-Party Certifications Support Consumer Demand for Quality and Transparency

      Third-Party Certifications Support Consumer Demand for Quality and Transparency

      Validation of standards can help build trust and ensure products are safe, efficacious, and contain what they claim.
      By Lisa Thomas, Senior Director, North America Product Marketing and Innovation, Herbalife Nutrition 05.10.22

      Trending
      • Vitamin D3, Omega-3s, Exercise May Cumulatively Reduce Cancer Risk In Older Adults | Nutraceuticals World
      • Leaven Essential To Launch Branded Botanical Extracts To Global Markets | Nutraceuticals World
      • Vitamin D3, Omega-3s, Exercise May Cumulatively Reduce Cancer Risk in Older Adults
      • Oregon Files Lawsuit Against GNC | Nutraceuticals World
      Breaking News
      • Vitafoods Europe 2022 Attendance Returns to 2019 Level
      • Beyond Raw Launches Concept X Pre-Workout Line
      • Botanical Ingredient MorActive Evidenced to Relieve Back Discomfort
      • Cargill’s Stevia Sustainability Program Benchmarked by FSA
      • GOED Creates Infographic Highlighting Omega-3 Health Claims Approved in Europe
      View Breaking News >
      CURRENT ISSUE

      May 2022

      • Aging in Place: Lifestyle Supplements Science-Based Solutions
      • Getting an Edge in Esports: Meeting Health & Nutrition Needs
      • Nutraceuticals for Men: Muscle Health and Performance Nutrition

      Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
      You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

      • About Us
      • Privacy Policy
      • Terms And Conditions
      • Contact Us

      follow us

      Subscribe
      Nutraceuticals World

      Latest Breaking News From Nutraceuticals World

      Vitafoods Europe 2022 Attendance Returns to 2019 Level
      Beyond Raw Launches Concept X Pre-Workout Line
      Botanical Ingredient MorActive Evidenced to Relieve Back Discomfort
      Coatings World

      Latest Breaking News From Coatings World

      PPG’s Diane Kappas Recognized as ‘Woman of Influence’ by Pittsburgh Business Times
      BEHR Launches COPPER FORCE Interior Paint
      A New Kind of Primer: Demand for Interior and Exterior Paint Experts Remains High, J.D. Power Finds
      Medical Product Outsourcing

      Latest Breaking News From Medical Product Outsourcing

      I-VASC Raises 1.8M Euros in Series A Funding
      Endotronix Shares Positive SIRONA 2 Heart Failure Trial Data
      FDA Clears Truvic's Prodigy Thrombectomy System
      Contract Pharma

      Latest Breaking News From Contract Pharma

      Thermo Fisher, Qatar Genome Program Partner to Advance Precision Medicine
      CPC Launches AseptiQuik Genderless Connector
      Aptamer Group and PinotBio Extend Collaboration Agreement
      Beauty Packaging

      Latest Breaking News From Beauty Packaging

      L’Oréal USA Names Han Wen as Chief Digital & Marketing Officer
      NPD Group Reports on Rising E-commerce Sales in China for Prestige Beauty
      Noon Aesthetics Celebrates Ten Years with New Skincare Products
      Happi

      Latest Breaking News From Happi

      Gabriel Letizia Jr. Sentenced to 60 Months in Prison for Falsifying Sunscreen Test Results
      Coptis Appoints Marie Renee Thadal Vice President of Sales and Operations
      Han Wen Appointed L’Oréal’s New Chief Digital, Marketing Officer
      Ink World

      Latest Breaking News From Ink World

      Weekly Recap: Zeller+Gmelin, Sun Chemical and Kornit Top This Week’s News
      Nazdar Celebrates 100 Years with a New Look
      hubergroup Chemicals Exhibits at Paint India for First Time
      Label & Narrow Web

      Latest Breaking News From Label & Narrow Web

      Avery Dennison announces Core Series Portfolio Tape Selector App
      HP Indigo reaches 2,000th active install milestone
      Brook + Whittle's new acquisition, SunDance goes to HP and more
      Nonwovens Industry

      Latest Breaking News From Nonwovens Industry

      Ahlstrom-Munksjö Announces Reorganization of Decor Business Ownership
      Jones Names COO
      Ontex Conducts Pilot Program of Digital Incontinence Care Solution
      Orthopedic Design & Technology

      Latest Breaking News From Orthopedic Design & Technology

      Tom Hedman Named Senior Principal Scientist at Spinal Simplicity
      ODT's Most Read Stories This Week—May 21
      FDA Clears Anika Therapeutics' X-Twist Knotless Fixation System
      Printed Electronics Now

      Latest Breaking News From Printed Electronics Now

      Weekly Recap: Graphene Flagship, Japan Display and LG Display Top This Week’s Stories
      Evonik Launches New Processing Aids for PV Wafer Cutting
      NREL Creates Highest Efficiency 1-Sun Solar Cell

      Copyright © 2022 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

      AD BLOCKER DETECTED

      Our website is made possible by displaying online advertisements to our visitors.
      Please consider supporting us by disabling your ad blocker.


      FREE SUBSCRIPTION Already a subscriber? Login