Nature's Path Debuts New Look with Legacy Product Extension

The makeover loyal shoppers and retailers have been asking for is finally here - the outside of the Nature’s Path box now represents the deliciously nutritious, organic contents inside! Testing positively with current users and non-users alike, the makeover brings an opportunity for both Nature’s Path product and category growth. As an ode to generations of commitment to quality organic foods, the family-run company is unveiling the fresh new packaging design and updated logo with the launch of Heritage Crunch, an extension in its legacy Heritage line.

“We worked with a renowned packaging research firm to make sure the new look would appeal to our consumers. Based on their research, they rated it ‘tier one’ which means it is projected to perform in the top 20% of all packaging designs, ” said Arjan Stephens, Executive Vice President of Sales and Marketing at Nature’s Path. “We are thrilled, but not surprised: the new design approach is an adaptation of our highly successful granola bar packaging redesign of 2010, which saw a sales lift as high as 132%!”

Nature’s Path’s previously inconsistent packaging designs made North America’s largest producer of organic cereal look more like an assortment of smaller sub-brands than the breakfast leader that they are. The new design seizes the opportunity for brand unity with a consistent new look that will be rolled out across all 128 products, offering better brand blocking, findability on shelf, and cross category trial.

Building on the 15% growth rate of the original Heritage Flakes, Nature’s Path created Heritage Crunch – a delicious blend of ancient grain flakes and crispy clusters of granola -to be the first Nature’s Path cereal to hit shelves with the new look. A true reflection of what Nature’s Path is all about, this exciting new cereal is certified organic, Non-GMO Project verified, and gives consumers balanced nutrition without the chemicals.

The appetizing ingredient and bowl shots are all pictures of real ingredients and serve to communicate the flavors in an authentic way. Key nutritional information is also clearly listed and highlighted so that consumers can get the full story at a glance – 30g of Whole Grains, 6g of fiber, and 6g of protein. On the whole, research showed that Nature’s Path users and non-users equate the new design with a higher quality and value product and showed stronger purchase interest and intent. All in all, a positive indication of great things to come.