September saw Nature’s Path relaunch its market leading range of adult ‘free from’ cereals in altogether more premium feeling packaging, a long overdue identity overhaul that came courtesy of an ever closer collaboration between Coeliac UK and North America’s largest certified organic cereal producer.
According to marketing spokesperson, Ian Hills, ‘Although Nature’s Path are big believers in substance over image, there’s no escaping the fact that our ‘free from’ packaging was beginning to look a little long in the tooth. It’s all very well saying don’t judge a book by its cover, but when that same cover starts looking a little dated and dog-eared, it’s time to pick up the phone.‘
Major mults, independents and especially the company’s UK based consumer research panels have been hinting for some while that they needed a revitalised Nature’s Path to add yet further impetus to a category (branded & own label) that continues to flourish with +17% year-on-year growth.
Major players like the Co-op, although very aware of Nature’s Paths unrivalled ‘free from’ credentials, simply weren’t prepared to stock products until the packaging had been dragged into the C21st. Other leading retailers, despite basking in the blossoming sales that brands like Mesa Sunrise provided, were only prepared to offer greater shelf space and improved fixture placement once the redesign instigated by Purple Pilchard & Davies Leslie Smith had been completed.
In early 2011 North America’s fastest selling ‘free from’ cereal, Maple Crunch joins the UK stable, quickly followed by a new sub-range of kids’ themed offerings.
All in all, these are exciting times for Nature’s Path with the UK office now up & running, an extensive marketing, press & exhibition programme under way and a separate new 5-strong portfolio of flax based flake products making their much anticipated debut down the mainstream cereal aisle of Waitrose.
Nature’s Path first made the news a little earlier in the year when it became the official sponsor of the 31st World Worm Charming Championships!