![]() ![]() “We’ve brightened up and slightly simplified the logo so it will pop more at shelf and added some flavor cues, such as a curl of butter on Butterbread,” she said. Harper said.įlowers Foods is in the process of rolling out a “freshened look” for Nature’s Own. After a test in the Texas market last fall, the company is in the process of rolling out a “freshened look” for Nature’s Own, Ms. The “spin-off” of the Nature’s Own Life line did not mean that Flowers’ Nature’s Own brand was neglected. He noted that all the Nature’s Own Life products are formulated using the so-called 5-to-1 rule, which recommends that for every five grams of carbohydrate in the diet, the consumer should seek to consume at least 1 gram of dietary fiber. These are products you don’t normally see in the bread aisle. These are products that are very on trend - low carbohydrate, low sugar, ancient grains. Hundley said in an interview earlier this year. “We like what the company is doing with the Nature’s Own brand with the new Life banner,” Mr. Hundley, an equity research analyst with Vertical Group, Richmond, Va., said a reinvigorated Nature’s Own line together with growth Flowers expects from Dave’s Killer Bread should bode well for the Thomasville-based company.īrett Hundley, equity research analyst with Vertical Group The addition of the Nature’s Own Life line caught the eye of Wall Street. “We think this will be a great way to continue our introduction of the brand with trial samples and coupons,” Ms. ![]() In late February, the company launched a tour to introduce Nature’s Own Life at women’s health and fitness events around the country. Setting Nature’s Own Life apart visually from other sliced bread has been important for the new brand. The callouts in the large circles are effective in conveying each variety’s attribute at-a-glance.” But, we also wanted each variety’s main attribute to be quickly visible to consumers who don’t spend much time at the shelf. ![]() That’s one reason for the different color scheme on the packaging. ![]() “The bread aisle is visually busy, and we wanted this sub brand to be easy to find. “We’ve been happy with how the packaging for Nature’s Own Life has established an easy-to-find brand set,” she said. Setting Nature’s Own Life apart visually from other sliced bread has been important for the new brand, Ms. Nature’s Own Life is a great solution for these goals, helping consumers boost protein, increase whole grains and fiber, and reduce calories and sugar in their diets, while still enjoying the delicious taste and texture that bread has to offer.” “Some consumers are choosing more protein to help trigger satiety and improve appetite satisfaction, others want to eat adequate fiber and whole grains to aid digestive health, and some are looking to trim calories and sugar as part of an overall healthy diet that supports weight management. “(She says) consumers today are looking for foods that align with their personal nutrition goals,” Ms. Harper cited the research of Karen Buch, a registered dietitian and nutritionist and one of the first “supermarket dietitians.” To reinforce this point about consumer interest, Ms. Karen Buch, registered dietitian and nutritionist Like the other Nature’s Own Life varieties, we developed these with attributes that many people are looking for today.” Wheat+protein delivers 8 grams of protein and 2 grams of fiber per slice and 7 sprouted grains, made with whole wheat flour, sorghum, rye, millet, oats, barley and brown rice, offer simpler starches that make micronutrients easier to absorb. “Wheat+protein and 7 sprouted grains, the two new varieties we added last year, are beginning to establish themselves. 2 spot are 40-calorie honey wheat and double fiber,” she said. “Consumers are looking for foods that fit their specific diet - whether that is a diet high in protein, low in sugar, high in fiber or low in calories.”īefore the rebranding, when the products were sold as Nature’s Own, the sugar-free loaf was the top-seller among the six. “We’re now about five months in, and we continue to be excited about the potential of Nature’s Own Life, which directly addresses some of the most common dietary concerns today,” Ms. The six varieties are 40-calorie honey wheat, 40-calorie wheat, double fiber wheat, 100% whole grain sugar free, wheat+protein, and 7 sprouted grains. Nature's Own Life sugar-free loaf is the top seller among the six varieties. ![]()
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