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Nature’s Path Foods refreshes with bold, bright package redesign

Carton redesign aims to reinforce the company’s commitment to transforming the world ‘one cereal box at a time.’

Nature's Path Foods' refreshed package for its Blueberry Cinnamon product.
Nature's Path Foods' refreshed package for its Blueberry Cinnamon product.

For more than 30 years, passion has powered Nature’s Path Foods, which considers itself “North America’s largest certified organic breakfast and snack food company” with a product line of more than 150 cold cereals, granolas, hot oatmeal, waffles, bars, and cookies.

Family-driven and focused on sustainability for the planet, the Richmond, BC, Canada-based firm recognizes that packaging plays a primary role in attracting consumers. To accomplish that, the company reintroduced in December 2017 a bright, bold new look for the outer paperboard cartons of its organic brands. Nature’s Path uses different packaging styles for the cartons, sourcing materials from different companies. Its cereal cartons are provided by Graphic Packaging Intl.

“We want our packaging to stand out and reflect how Nature’s Path is different from your standard cereal and breakfast company,” says Arjan Stephens, the company’s Executive VP. “We’re different: We’re independent, family-owned and from day one—over 32 years ago—always organic. We want this message to literally jump off the shelves. Our new packaging is exciting, innovative, and fun.”

The company says bold colors and clean designs “pop” on shelves, making it easier for consumers to spot their favorite products. Nature’s Path uses front-of-pack imagery that focuses on the visual aesthetics of the food, highlighting the deliciousness of the product inside the package. The back of the package features improved product descriptions, tells the story of the company’s origin, and outlines the benefits of choosing Certified Organic and non-GMO products.

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