Seeds of Change Announces Brand Relaunch

Seeds of Change is committed to sourcing the best organically grown products to provide unbeatable recipes, and this strong selling point is now given space on the new look label.

24/01/08 The new packaging design, which rolls out nationwide in February 2008, encompasses a bold new look consistent across all the Seeds of Change product ranges.

Including a fresh new logo to increase standout and clear variety differentiation, the creative follows the striking silhouette design recently launched on the new Seeds of Change premium organic chocolate offering and echoes the origin of the ingredients used in the different products.

The relaunch aims to connect with a broader audience by positioning Seeds of Change not only as an organic brand but one that is premium and contemporary. Seeds of Change is committed to sourcing the best organically grown products to provide unbeatable recipes, and this strong selling point is now given space on the new look label.

Gemma Brown, Seeds of Change Brand Manager, comments: “Seeds of Change prides itself in sourcing premium ingredients to maintain the best quality of recipes. We want to communicate first hand to consumers what goes into the products – not just the ingredients but the processes too.

“Traditionally, trial has been key for Seeds of Change. Our research shows that once consumers try the products they repurchase. 51% of consumers are most influenced by great taste and flavour, therefore we anticipate that this fresh new contemporary look and unbeatable recipes will attract not only existing consumers but new ones to the brand.”

A new jar shape across the 350g variants enhances the new premium look for the brand. Soil Association accreditation remains on all products and GDAs now appear to provide consumers with a more informed choice and to mark Seeds of Change’s commitment to transparent labelling.

To build trust in the brand and inform consumers of the ethical practices behind Seeds of Change, the new look label will also reference Seeds of Change’s new charitable initiative. From November, Seeds of Change is donating 1% of total sales to the research and promotion of biodiversity and sustainable organic practices.

Elaine Frankland, Seeds of Change Brand Manager, comments: “Our donations will help to fund reforestation projects and sustainable agriculture initiatives in areas where agriculture presents a real opportunity for local people.”

The relaunch includes a new improved soup range comprising Seeds of Change favourites such as Three Bean, and Spicy Red Lentil plus new flavour, Curried Butternut Squash & Lentil. With an increased vegetable content and larger, more visible vegetable pieces, the reformulation of the soup recipes has also resulted in a reduction in salt levels across the range, allowing Seeds of Change to respond to consumer concern on health and provide a positive answer to salt concerns in the food industry.

Suzanne McFarlin, Trade Marketing Manager, Mars Food, comments: “The soup reformulation demonstrates Mars' commitment to reduce salt levels in line with the 2010 targets set by the FSA.”

Marketing support is to include a strong through-the-line multimedia campaign focussed right at the heart of the consumer’s passion for food. Entitled ‘Dig Your Dinner’ the campaign will educate consumers as to what organic really means and how this affects the taste of a product through the promotion of growing food, whether tomatoes in a window box or potatoes on an allotment.

The Dig Your Dinner campaign will involve significant in-store, above the line and PR activity and is aimed to introduce a younger demographic to the Seeds of Change brand.

Suzanne McFarlin continues: “2008 will see a fresh new look for Seeds of Change to build on our premium perception and deliver the taste credentials that consumers demand. The Dig Your Dinner campaign will educate consumers as to the taste benefits of organic produce, support the new look brand and encourage people to get more involved with their food. It’s going to be an exciting year.”