Aloha rebrands to make plant-based nutrition range pop across multiple channels

By Stephen Daniells

- Last updated on GMT

Related tags: Nutrition

Wellness brand Aloha recently underwent a re-branding, re-formulation, and re-categorization of its plant protein products that better align with consumers’ evolving desires.

Aloha is three years old and offers plant-based protein powders and protein bars. The company recently underwent a significant rebranding. Speaking with NutraIngredients-USA at the recent Expo West show in Anaheim, Molly Breiner, head of marketing at Aloha, explained: “As we look to move from exclusively direct to consumer and e-commerce and into an omni-channel strategy we wanted to have our packaging flex across those channels. So our real focus was to be able to grab the consumer at shelf and speak to that consumer very quickly and emotionally about what Aloha stood for while also clearly communicating the flavor and the product proposition around plant-based nutrition”

The company also re-categorized some products that were previously labeled as dietary supplements into foods.

“We believe in a whole plant based diet and that eating whole foods is what’s best for you and that whole foods contain the best nutrition and while we know you cannot always make your own salad at home or eat whole food what we wanted to do was to provide the best whole food ingredients. By creating our products as a food as oppose to a dietary supplement we felt that we were really living up to that position,” ​she explained.

As part of this, the company decided to remove claims that previously were prominently featured on the front of pack, such as “supports lean muscle formation,” “supports healthy metabolism,” and “boosts energy and stamina”. However, for curious consumers who still want to know this information – many of the claims can be found on the side and back panel, including all the undesirable features that the product is free-from.

New products complement new strategy

In response to consumer demands for snacking options, the company launched a range of bars, including Chocolate Mint, Peanut Butter and Jelly, and Mocha made with a blend of plant-based protein from real peas and pumpkin seeds.

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