Nature’s Way reintroduces itself

By Danielle Masterson

- Last updated on GMT

Related tags natures way Expo west

In an effort to bolster its origin story, revamp its offerings and update its design, Nature’s Way underwent a rebrand. The legacy brand showcased the new look recently at Expo West.

With nearly a thousand SKUs in various categories, Geoff Wills, VP of global brand at Nature's Way, said that over time, the brands and sub-brands didn’t look as cohesive as they would have liked. So in order to communicate a unified story to its consumers, Nature’s Way needed a clear identity. He said the rebrand allows Nature’s Way to continue to evolve while staying true to its core values by being true to its purpose and why it exists.

"A big part of our show here is to refresh Nature's Way and present the brand in an updated, more vibrant way," he explained. "And so that begins with everything you see around you from our updated logo to a full packaging refresh that brings all of our nearly 1,000 products together all in a cohesive brand, with a consistent logo and a consistent design, trying to make that portfolio easier to shop.

"And so that's the kind of overarching strategy we have at this show to reintroduce Nature's Way to that new consumer and update that brand that has been around and been applying here for 55 years, 56 years, but presented in a really contemporary way."

Another way Nature’s Way is appealing to its consumers is by listening. Wills said the brand has several new offerings based on direct shopper feedback—from women's health that was once taboo to digestion beyond probiotics.

Mood and stress also continues to be really important, he added.

"It's one of the reasons we're launching two new stress products at this show," he said. "One is a quick calm gummy with ashwagandha and L-theanine that gives you a quick de-stress in 30 to 60 minutes in a convenient on-the-go package that you put in your purse for those moments when you're feeling stressed. That's a good example of a product that's kind of meeting a need.

“We’re launching a magnesium gummy here today, which also promotes stress [support] and muscle relaxation. And so whether it's benefit-forward or ingredient-forward, we want to have a product offering that meets all of those needs for consumers."

Wills added that these products are a result of "just listening, talking to our consumers, finding out what they're interested in and then going back and formulating and branding products to meet those needs."

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