“Soul Sprout launched basically as the next generation of Two Moms in the Raw brand,” which stood – and stands – “for being the best in class” by offering nutritious, delicious, non-GMO, organic, healthy sprouted plant-based snacks, said Erin Fray, Soul Sprout’s chief marketing officer.
One of the major differences now, though, is those values are better communicated and the brand is more accessible to a broader array of consumers, she explained.
“As we looked at how to make our brand more available to more people in this country and beyond, we recognized that the brand name has potential to evolve to help embrace a larger group and communicate more about our core promises and the efficacy of our products,” Fray said.
She explained that the Two Moms part of the old brand name “may be difficult for millennials or even men” to relate to, even though the brand had done well with both groups. The new name, however, is not associated with a specific demographic and therefore won’t run the same risk of alienating potential new consumers.
Sprout also offers “a higher value proposition” than raw and is scientifically-based, Fray said.
“We thought that more people could relate to [Sprout] as there is more information around it, there is more scientific research around it [and] it is something in which we are pioneers in the category,” she added.
She further explained: “Scientific research suggests that ingredients such as almonds and flax seeds and anything that is sproutable has enhanced bioavailability, which is basically delivering increased and faster nutrient absorption. We also find that, therefore, it can provide readily available proteins, amino acids, enzymes and antioxidants than versions of unsprouted food.”
The science is unclear about whether cooking sprouted foods then lessens the amounts of nutrients absorbed by consumers, Fray acknowledged, but she said Soul Sprout products do not enter the cooked space. Rather, she said, they are dried at a temperature below 120 degrees, which is considered raw so the company’s products retain the highest efficacy of sprouted foods.
A new look to go with the new name
As part of the rebrand, Soul Sprout embraced bold new packaging that Fray says will set the company’s products apart visually from the many “me-too” competitors that crowd the cracker, granola bar and nut bar categories.
The new packages play with bold jewel tones and dynamic curling lines that draw the consumer’s attention up from stylized photos of the bar’s key ingredients towards the brand’s new name and logo. At the top of the packs, in a slightly smaller font than Soul Sprout, is Two Moms In The Raw – a helpful indicator to the company’s followers that the name has changed, but the values remain the same.
The packages also are notable because they eschew the more familiar white background in favor of flat black.
“When we look at the competitive landscape of what product offerings are out there presently, we see that there is no one really owning black. So this is an opportunity for us to kind of step into that space and differentiate,” Fray said.
New nut bars offer approachable flavors
Just like the new branding is more approachable to a wider variety of consumers, so too are the new flavors of nut bars that the company launched at Natural Products Expo East, Fray said.
At the show in Baltimore, Soul Sprout introduced six new Nut Bars, which are made with nuts, chia seeds, hemp seeds, fruit or cacao nibs and sweetened with coconut nectar. The line-up includes three savory options – Hoppin’ Jalapeno Almond, Sea Salt Vinegar and Sweet ‘N Salty – and three sweet options – Coconut Almond Chocolate Chip, Apple Crazin’ Cinnamon Raisin and Coconut Almond Delight.
The company decided to add options with “mainstream fruits” to reach consumers who may not like the slightly sour and more tart tang of the superfruit options, which include Gotta Getta Gojiberry and Go for Goldenberry, Fray said.
Likewise, she noted the new savory options fit into a trend across snack segments of providing more savory options, such as those offered by Fage’s Crossovers and Chobani’s Flip cups.
Fray explained that savory choices are on the rise in part because more health-minded consumers may want options with less sugar. Also, she said, some people just don’t have a sweet tooth and will want savory or salty choices.
Beyond expanding appeal to a larger consumer base, the savory flavors also will open new snacking opportunities for the brand. Fray said the sweet flavors might be a more traditional morning food, while the savory ones might have more afternoon appeal.
Almond Butter Bites reach more channels
In addition to the nut bars, Soul Sprouted launched at Expo East new Almond Butter Bites, which are a twist on the company’s sprouted almond flour based truffles.
The small balls are designed as “poppers” for easy snacking and come in a bag that can be pegged at convenience stores or sold as a grab-and-go option in retail and natural grocery stores, Fray said.
With the new products already out the door to stores, Soul Sprout is focusing on its “next generation” of products, which it plans to debut at Natural Products Expo West in March.