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In today's fast-paced food and beverage market, companies are at a crossroads where rebranding isn't just an option, it's a must. With consumers constantly changing their tastes and the competition fiercer than ever, brands need to refresh their identities to stay in the game. In this roundtable, FoodBev’s Rafaela Sousa asks some of the industry-leading companies that have recently undergone rebranding efforts the following question:

Rachel Wright Head of marketing at Danone We are seeing a growing consumer desire to better understand products with added health benefits and how they contribute to overall wellbeing. At Activia, we believe we are entering a critical time to spread the word on the significance of gut health as consumers are beginning to recognise the importance of supporting it; however, research shows that 88% of consumers don’t know how to do so. This is why we have undergone a brand refresh where we have launched a new tastier recipe as well as updated our packaging to make those benefits clearer, giving shoppers clarity on the advantages of supporting gut health with Activia. The goal is to make it easier for consumers to understand the benefits of supporting gut health, and as the category leader, we are utilising 37 years of science, research and development and product innovation to show that it is possible to support your overall wellbeing starting with your gut.

Breezy Griffith

CEO and founder of SkinnyDipped Innovation in the consumer packaged goods space has exploded in popularity over the past few years. An increase in product variety means there's a constant battle for coveted shelf space. A brand's packaging is an opportunity to make an impression, and many CPG companies are rethinking both how to make the most of that first glance and how to remain impactful with repeat shoppers. SkinnyDipped has been a fan-favourite for almost a decade, but as we expand our retail footprint and product offering, this moment felt right for a reintroduction. We're proud of our updated look, which showcases our fun and bold spirit with sleeker typography and eye-catching gradient colours. I think a rebrand shouldn't be a full overhaul. It should be an enhancement – a refreshed look that fans can still recognise and seek out.

Impossible Foods spokesperson The plant-based meat industry is still in its early days. This category amounts to $7.5 billion globally, compared to the $1.4 trillion animal meat industry – this is not a negative, but rather a major opportunity for growth. At Impossible Foods, we believe we can best tap into this market opportunity by reaching out to meat eaters and flexitarians in a more inviting, relatable way. That’s where our new brand strategy comes into play, which we initially debuted in the US last month and will roll out in our international markets later this year. This shift visibly manifests in our new, 'meaty' red aesthetic, but a successful brand evolution is much more than a colour change. With every move we make, we want to set the tone that we’re an inclusive brand – from the way we interact with our community on social media, to how we message the Impossible brand and products. We want to welcome flexitarians and meat-eating consumers into this space and reassure them that they don’t have to change their lifestyles to help the planet or their health. We’re confident that once they get a taste of what we’re putting out there, they’ll be converted into believers.

Fiona Graham Director of Devonia Water Devonia Water has been operational for 20 years, and over the years, as we have developed, so has our aesthetic. However, our collect, wash and reuse process has remained, and so has the 94% reduction in Co₂ compared to recycling alone. Today, brand identity is so much more than the label. To be successful in a competitive ‘start-up’ environment where aesthetics is everything, we must take our brand seriously. It has roots and foundations that both ourselves and our customers value; and it is therefore essential that we can articulate our story to a variety of audiences, quickly and with impact to remain competitive. As a business, we have always been very comfortable with who we are and what values we run on, and that is exactly what has allowed us to succeed for so many years. Like anything, as we move forward, refreshing ourselves on who we are and repositioning the way we look to reflect that is not only motivating, but also allows us to compete, grow and develop with confidence.

Gill Riley

Consumer director at Cauldron Foods There’s no denying it’s been a challenging few years for the food industry. External factors and, therefore, consumer trends have evolved, but the fundamental drivers of a category and the brand’s role within that will stay relevant, as long as companies continue to understand consumers. To ensure long-term success and sustained growth, brands must adapt to the ever-changing needs of their target sector, whether that’s through NPD, campaigns or a rebrand. Getting your packaging right will always be crucial as it’s the first moment of truth to grab shoppers’ attention. If consumers' needs change over time, then brands should continue to evolve too, to show that they can address those changing needs. That’s why we invested in extensive consumer research when developing Cauldron’s new look. Over 90% of consumers said they thought it was different from other chilled products available. The purchase intent also stepped up, with consumers referring to the new design as bold, eye-catching, modern and tasty. It’s also beneficial to identify areas of potential growth ahead of any big moves like a rebrand. With Cauldron, we knew that there could be plenty of headroom for growth on the plant-based fixture through vibrant veg-focused products and packaging that stand out from the crowd.

Patricia Bridges Senior director of marketing and communications at Coleman All Natural Meats Consumers are demanding greater transparency and clarity when it comes to food packaging, and are becoming more conscious of where their food comes from. They want easier-to-read labels, especially in the meat they purchase, where claims such as no antibiotics ever, no added hormones and humanely raised practices are important factors. Given this trend, it’s critical brands clearly state these key claims on the package so it is easy for busy consumers to make a decision they feel good about. When rebranding, brands must have a clear objective and a ‘why’– whether it’s addressing consumer desires or solving a problem. For Coleman All Natural Meats, we saw 38% and 36% of consumers said no added hormones and no antibiotics ever is a purchase priority, respectively, according to the 2024 Power of Meat report. Our rebrand supports the business’ strategic shift into more branded consumer retail – providing claim-based meat offerings that consumers desire – and includes a rollout of a new logo and packaging that clearly highlights the differentiating claims important to consumers.

Nicholas Reichenbach

Founder and CEO of Flow Water It is evident that the current landscape demands evolution to maintain competitiveness. At Flow, we recognise the necessity to continually engage consumers through premium design, effective communication of our unique selling points, and an unwavering commitment to sustainability. Flow is officially the most sustainable Tetra Pak package yet, with 80%+ renewable materials and Flow's new package is designed to have the lowest carbon footprint to date; seven times lower than glass, four times lower than aluminium, and three times lower than PET. Our brand transformation aligns with the evolving consumer mindset. Regarding the success factors of rebranding efforts, consumer-centricity reigns supreme. Understanding consumer behaviour, preferences and market trends is fundamental. For Flow, this means adapting our packaging design to resonate with consumer expectations while simultaneously refining our brand communication strategies. The upcoming launch of our new brand platform alongside refreshed packaging exemplifies our commitment to revitalising our presence both on shelves and in consumer perceptions. Ultimately, the success of rebranding efforts is measured by tangible impacts on revenue and brand vitality. Our rebranding initiatives aim not only to invigorate consumer interest but also to drive revenue growth through enhanced visibility and engagement across all distribution channels.

Tim Albert Marketing director at Silver Spoon Rebranding should be undertaken at any point with care and caution, and that is eminently true in the current competitive landscape where shoppers are making price-sensitive choices about how they spend their hard-earned money. There should always be a really clear and compelling reason to update the brand that helps make it more relevant and more compelling to shoppers. Any rebrand should build on the existing distinctive assets that are in consumers’ minds and that the brand is associated with. Furthermore, in a world where consumers are looking to make quick and instinctive purchase decisions, understanding and creating designs that aid speed of pack navigation is crucial. In our case for Silver Spoon, we’ve increased the standout of the brand logo and distinctive assets, used existing and established variant colour codes alongside product photography to help make their sugar shopping experience easier and simpler to find what they’re looking for.