Memphis, Tennessee-based Wesson and its new owner, Richardson International, a global leader in agriculture and food processing, is breathing new life into the 123-year-old brand with a refreshed look inspired by Wesson’s history. The new look will begin to appear on grocery shelves in May.
“We’ve acquired a renowned brand, a good plant run by great people, and we’re honored to be the stewards of this trusted name in cooking,” said Thor Richardson, assistant VP of Richardson International. “Wesson is a key piece in our vertical integration strategy. We’ve spent decades building a reliable supply chain to deliver quality food from the farm field to the bottle on shelf. Wesson has been trusted by consumers for over 123 years. As a 165-year-old family company, we value trust built over generations and look forward to continuing to earn the patronage of Wesson consumers for years to come.”
New generation, new Wesson
Today more than ever, Americans are rediscovering family traditions that bring loved ones together over food. IRI’s February reports shows that 75 percent of Americans plan to continue increased levels of home cooking, with millennials leading the trend.
A video shows a young woman connecting with her past by preparing her late aunt’s chocolate ganache cake recipe exactly the way her aunt always made it – with Wesson.
“Only a food culture icon could maintain its market leadership position despite a two-decade long advertising hiatus,” said Irman Webb, director of U.S. retail sales with Richardson International. “More than a century ago, Mr. Wesson innovated plant based cooking oil, moving us away from rendered animal fat. The proprietary purification process made a superior oil that cemented consumer loyalty, giving Wesson a cult status that has been passed down for generations through family recipes. We’re eager to reconnect with home cooks across America over great food.”
Wesson’s refresh celebrates its origins
Inspired by over a century of bottle design evolution, Wesson’s new look brings back the brand’s original colors and typography for immediate recognition among loyal consumers while delivering a modern, clean aesthetic for a new era. Wesson’s commitment to its Tennessee roots is shown through a new white cap engraved with “Pure. Established 1899. Memphis USA.”
For more information, visit purewesson.com.