Wild Harvest, UNFI’s private label line offering over 400 food products across the grocery store made without over 140 undesirable ingredients, is introducing a refreshed brand look designed to modernize shelf appeal for the entry-level organic shopper and reposition the brand with a sharper focus on family, ease and taste appeal.

The branding comes to life through a new logo and package design featuring a variety of naturally vibrant shades and generously inviting design elements that emphasize Wild Harvest’s ongoing commitment to organic farming and use of familiar ingredients. The new packaging also features the “Our Harvest Promise” seal and includes numerous health callouts as applicable, such as gluten free and Non-GMO Project Verified, to reassure consumers that they are choosing products they can trust. Over 70% of the brand’s products are certified organic.

Wild Harvest also is introducing four new plant-based proteins: Plant Based Burger Patties, Plant Based Grinds, Plant Based Meatballs and Plant Based Breakfast Patties. The new plant-based proteins are made with pea protein and Non-GMO Project Verified ingredients and are free of soy, gluten, and palm oil. The products mark the brand’s first foray into plant-based meat, providing consumers a new, high-quality plant-based meat option at competitive pricing.

“Wild Harvest is recognized on shelves nationwide as a trusted choice for consumers looking for a wide range of cleaner and more mindful choices that are easier on their wallets, but don’t compromise on taste or quality,” said Amanda Helming, UNFI’s chief marketing officer. “With a short ingredient list, desirable product attributes and a price point that’s 5-10% less than national brands, we’re excited to be able to launch new items under a new design to modernize the brand and meet both retailer and consumer needs for a high-quality, more affordable alternative to national plant-based meats.”

About Wild Harvest

At Wild Harvest our food is easy to make and easy to love. To every home, Wild Harvest brings a tasty spread of snacks and meals full of all the wildly delicious flavors and vibrant colors of nature that meet our strict ingredient policy. We create delicious food, so you can get to snacking, feasting, and gathering together. Wild Harvest is a leading brand within the brands+ division of UNFI, a $1B owned portfolio of 5,000+ products that drive value for consumers and customers alike.