Rhode Island-based UNFI and its Wild Harvest Retail Brand (private brand) is introducing a refreshed brand look designed to modernize shelf appeal for the entry-level organic shopper and reposition the brand with a sharper focus on family, ease and taste appeal.

The new branding comes to life through a new logo and package design featuring vibrant shades and design elements that emphasize Wild Harvest’s commitment to organic farming and use of familiar ingredients. The new packaging also features the “Our Harvest Promise” seal and includes health callouts as applicable, such as gluten free and non-GMO project verified.

“Wild Harvest is recognized on shelves nationwide as a trusted choice for consumers looking for a wide range of cleaner and more mindful choices that are easier on their wallets, but don’t compromise on taste or quality,” said Amanda Helming, UNFI’s Chief Marketing Officer. “Our new look will help us better relay to customers what remains at the core of our mission: making it easy for all to live well without having to choose between great taste and product attributes or affordability.”

The transition of existing and new products featuring the new brand look will take place across several categories over the next 18 months with the first reveal taking place at UNFI’s 2022 Natural Products Expo West Show. Wild Harvest will introduce four new plant-based proteins: Plant Based Burger Patties, Plant Based Grinds, Plant Based Meatballs and Plant Based Breakfast Patties.

The new plant-based proteins are made with pea protein and non-GMO project verified ingredients and are free of soy, gluten and palm oil. The products mark the brand’s first foray into plant-based meat, providing consumers with a high-quality plant-based meat option at competitive pricing.

“With a short ingredient list, desirable product attributes and a price point that’s 5-10% less than national brands, we’re excited to be able to launch new items under a new design to modernize the brand and meet both retailer and consumer needs for a high-quality, more affordable alternative to national plant-based meats,” said Helming.

Wild Harvest is a brand within the Brands+ division of UNFI, a $1 billion owned portfolio of 5,000+ products that drive value for consumers and customers alike. UNFI is a premier food wholesaler delivering a variety of products to customer locations throughout North America including natural product superstores, independent retailers, conventional supermarket chains, e-commerce retailers, and food service customers.