At the Summer Fancy Food Show in New York City, the Milford, Conn.-based company unveiled a new line of retail packaging that brought all of its better-for-you consumer-facing products under the refreshed Beveri brand rather than having them divided under the Beveri and Tresomega lines, according to Beveri’s President Joanne Fellin.
“Our goal was to initiate a one brand name portfolio strategy that would unify the trusted Tresomega customer and product line with the Beveri line,” which should make it easier for shoppers to find the company’s products as well as give the company more flexibility for future launches, Fellin explained to FoodNavigator-USA.
The move also will make it easier for the company, Fellin acknowledged, noting that both the Beveri and the Tresomega lines were overdue for a brand refresh. By merging the two together, the company was able to focus on one rebranding effort and ensuring that it appeals to retail consumers and communicates the company’s mission “to nourish people’s lives by offering organic, high quality, convenient and affordable organic food choices that help consumers enjoy a balanced and healthy lifestyle,” Fellin said.
One way that the company incorporated its mission into its new look was with the addition of simplified attributes on the front label and expanded product information on the back label, which Fellin said will allow consumers to make more informed buying decision.
It also opted for “sharper” and “bolder” photographs on the package that quickly and clearly communicate to consumer what is inside each container so that they can select more easily the product that best suits their lifestyle and diet, Fellin said.
Fellin added she hopes that the new branding and expanded offering at the retail level will help support the company’s private label and bulk business by raising awareness of the company more generally.
A focus on trade, social media
Beyond the new packaging, the company is supporting the rebranding by working with new brokers, promoting the products and change on social media and through word of mouth to the consumers with which it has a history of doing private label.
In addition, the company is investing heavily in trade, including more private distributor shows, which Fellin said “really are effective because you are dealing with their retailers directly.”
Similarly, she said, the brand will be demoing the products at Natural Products East and West through a standalone booth for the Beveri brand.
Primed for innovation
With the new streamlined branding in place, Fellin also noted that Beveri is eager to expand its offering at the consumer retail level.
“Currently, we do a lot of private label on the Mountain High side of the business, so we have all the ingredients,” but they are offered predominately in 25 and 50 pound bags, she said. But with the new smaller retail-focused packages it will be easier to expand some of those offerings to reach consumers at the retail level, she explained.