Dominex Natural Foods, Omaha, Neb., rebranded its Dominex Eggplant products to convey a “better for you” and “great tasting” meal choice. Dominex Legacy burgers

The new Angel brand will now appear on all of Dominex’s products, except the Eggplant Cutlets. The name change reflects what Dominex has always been about—food that is pure, wholesome, minimally processed and made from scratch—all in one word.

“This rebranding effort was a year in the making,” says John McGarvey, president. “We wanted to maintain elements of the Dominex heritage that our consumers recognize, but also wanted an upgrade that would allow us to expand beyond just eggplant. In conjunction with DINE Marketing, we carefully crafted a look and feel that captured the essence of who Dominex has always been, while creating a refined platform for continued product and consumer growth.”

Dominex Angel products are located in the frozen foods aisle at grocery and natural foods retailers nationwide.