Organic Products Retailer September/October 2011 : Page 11Honest Tea Refreshes PET Labels onest Tea (Bethesda, MD) has unveiled a redesign of its PET (plastic) line of Honest Tea® and Honest Ade®. The new look began hitting store shelves in September. The new labels are not reflective of any formula changes. The label refresh was initiated over three years ago after a series of con-sumer insights suggested that the brand could be making a bigger visu-al impact on store shelves. “Gaining national distribution is like getting a primetime premiere, and we want to make sure we’re wearing our best outfit,” said Seth Goldman, president and TeaEO of Honest Tea. “As any brand manager knows, updating your visual identity can be a grueling process, but we are delighted with the final results.” The new designs feature a white background that highlights clean, vibrant images of the ingredients. Fresh tealeaves and large cut-open fruit are presented in an elegant and H often playful way, to reinforce the simplicity and delicious-ness of the ingredients. The tea labels also feature a promi-nent call-out specifying “Brewed Organic [Green, Black or White] Tea Leaves” to rein-force the authenticity of the ingredients. The images on the Honest Ade labels include fun treatment of the fruit by giving it unexpected scale and con-text—such as a lemon half serving as a beach umbrella. To further increase shelf standout, the brand’s logo has evolved too. While maintaining the Garamond font that has become a part of the brand’s graphic identity, the word “Honest” is now larger, to create greater brand unity across the line. The iconic “T” shape remains as a recognizable symbol on the line of tea products. “We had a lot of fun developing this new look,” said Peter Kaye, vice president of marketing. “We want our labels to stand out on store shelves and drive appetite appeal, all while maintaining our signature Honest brand look. We are thrilled to finally be unveiling our hard work and think both our loyal consumers, and many new consumers, will be inter-ested in the appetizing images and fun stories each variety takes on.” For more information, call (800) 865-4736 or visit www.honesttea.com. California Natural Products Releases CSR Report C alifornia Natural Products (Lathrop, CA), maker of CalNaturale Svelte® all natural protein shakes, and CalNaturale ® wine made from organi-cally-grown grapes, has released its first-ever Corporate Social Responsibility (CSR) Report, which out-lines its efforts to improve the health and wellness of consumers, support its local community and employees, and champion sustainable practices for the benefit of the environment. “Our mission is to support con-sumers’ healthy lifestyles by creating the best-tasting, nourishing and conve-nient foods and beverages at a great value, without compromising on quali-ty or the environment,” said Pat Mitchell, president and founder of California Natural Products and CalNaturale. “Conducting business in a socially responsible manner is vital to our success in meeting these expecta-tions, and providing nutritious offer-ings that consumers can feel good about enjoying on many levels.” Three key areas of focus outlined within the company’s CSR Report are as follows: • Consumers: California Natural Products is committed to helping improve the health and wellness of consumers by producing more than 400 nutritional products available in grocery stores and natural food retail-ers worldwide. • Community: To be a good citizen in the community, the company uses millions of pounds of locally grown, certified organic and natural rice, fruits and vegetables each year, in addition to sourcing tropical ingredients from international farmers. • Environment: California Natural Products is placing a strong emphasis on supporting sustainable practices and being transparent about its efforts and accomplishments, including its recent installation of a unique recycling solution called a draining bailer, which will reduce the company’s solid waste by up to 70 percent. California Natural Products supports more than 6,000 acres of organic farmland and produces all products in environmentally respectful Tetra Pak® packaging systems, which are recyclable in more than 30 per-cent of U.S. communities according to the Carton Council. For more information, visit www.cnp.com. Organic Products Retailer 13 September/October 2011 I www.oprmagazine.com San Francisco Herb Co |
