Butterfly, a California-based private equity firm, recently separated its portfolio company, Bolthouse Farms, into two entities – Bolthouse Fresh Foods and Generous Brands.
Bolthouse Fresh Foods will carry on the legacy of Bolthouse Farms as a supplier of fresh carrots to retailers across North America, with nearly 700 million pounds sold annually. Generous Brands will encompass the premium fresh beverage and salad dressing businesses of Bolthouse Farms and Evolution Fresh.
On the heels of its separation, Bolthouse Fresh Foods is debuting a newly designed corporate logo, which will roll out this fall. The rebranding, themed “Modern Roots,” combines modernity with authenticity.
“Bolthouse Fresh Foods is committed to enhancing the health and well-being of our consumers by offering high-quality, nutrient-rich fresh products that excel in today’s ever-evolving market,” said CEO Timothy Escamilla.
Beyond its refreshed logo, Bolthouse Fresh Foods is revealing its new consumer brand, Bolthouse Fresh, and packaging for its consumer-facing portfolio of fresh carrots and on-the-go snacks. Consumers will begin to see Bolthouse Fresh products with new designs this fall.
“Bolthouse Fresh Foods is proud of our focus on fresh produce and natural ingredients, prioritizing best-in-class agriculture practices to ensure the best quality carrots. Bolthouse Fresh Foods is taking every opportunity to reinforce our position as a category leader, and our vibrant brand look mirrors the energy our team brings to each partner and customer relationship,” Escamilla said.
“Our goal is to reinvigorate the produce aisle to meet the demands of today’s consumers while building a connection with the next generation. In-store, consumers will find it much easier to gain inspiration across our extensive Bolthouse Fresh conventional, organic and value-added fresh carrot varieties.”
[RELATED: Butterfly Equity Buys Bolthouse Farms from Campbell Soup Company]
The company’s partner, FreshMade, created the new corporate brand identity and Bolthouse Fresh packaging designs.
“The new packaging across the fresh carrot portfolio is designed to engage consumers with eye-catching colors that highlight usage occasions,” said Karen White, VP of marketing at Bolthouse Fresh Foods.
“It was crucial that our branding ignite excitement for all shoppers, and this design has achieved just that. Months of consumer research, testing and creative exploration brought us to the new brand and package designs.”
The Bolthouse Fresh Foods brand and Bolthouse Fresh portfolio will be revealed Oct. 8-10 at the National Association of Convenience Stores Trade Show in Las Vegas, as well as the International Fresh Produce Association’s Global Produce and Floral Show, Oct. 17-19 in Atlanta.
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