On March 4, during Natural Products Expo West, natural sweetener pioneer Wisdom Natural Brands (Gilbert, AZ) announced a rebrand of its SweetLeaf stevia packaging that focuses on the brand’s 100 percent plant-based attributes and modern category leadership.
The rebrand features a unique pistachio green color palette, subtle leaf iconography and new front-of-pack callouts that notably include “Sweetener + Prebiotic Fiber.” This callout is designed to highlight SweetLeaf’s industry-first pairing (since 1999) of stevia with inulin, a plant-derived fiber that supports the important role of gut health in overall wellness, the company said.
Other messaging including “made with plant-based prebiotic inulin fiber” and “gut-friendly goodness” appears elsewhere on the new packaging to reinforce the brand’s functional benefits. Bold front-panel icons clearly indicate what’s not inside including zero calories, zero sugar and zero erythritol.
According to the company, the absence of erythritol differentiates SweetLeaf stevia from products using that additive or other sugar alcohols, which have been associated with digestive discomfort and aftertaste concerns.
“The natural sweetener market has both exploded and evolved since we brought stevia to the U.S. 40 years ago and so have consumer priorities,” said SweetLeaf CEO Aaron Henderson. “Food shoppers are increasingly demanding clean-label ingredients as well as functional products that help them meet their wellness goals. Every element in our rebrand emphasizes our benefits in these areas, showcasing what makes SweetLeaf a truly better-for-you choice in sugar alternatives.”
For more information, visit www.sweetleaf.com.
