Turmeric-beverage pioneer Temple Turmeric has undergone a rebranding that founder and CEO Daniel Sullivan calls “the perfect expression of our deep belief in ‘the Body as a Temple’ concept.”
The new look comes a year after the company renamed itself from Tumeric Alive to Temple Turmeric. Sullivan said that the transition in 2015 “was really more of a bridge to usher the consumer and the industry to this final destination or expression of the brand.”
“Essentially, we didn’t want to shock the viewer or the industry to think that this was a new brand or that it had new ownership so we’re trying to kind of gently and sensitively usher the experience to the final expression,” he said.
The rebranded Temple Turmeric debuted yesterday. Sullivan described it as a marriage of “the ancient Ayurvedic world — the esoteric, adaptogenic combination of ingredients that support the absorption of turmeric — and the Hawaiian flair and the traceability to the soil and the Hawaiian DNA that connects us to our roots and to our farmers.”
“That’s all expressed in the new packaging, the new format, where it wasn’t coming full circle, certainly with the old branding of Turmeric Alive and not as significantly or impactful with the bridge that we’d be using the past year,” Sullivan said.
Trading its squat 12 oz. plastic bottle for a taller, slimmer one, the company’s new look comes with a near full wrap label, which is decorated with henna Sanskrit-inspired graphics. They also feature a new badge for each variety — now differentiated by a specific color at the top and bottom of the label — that promotes the turmeric content per bottle or a specific added ingredient or benefit, such as “one billion probiotic CFUS.” The badge is located near the center of the front panel. Temple is also putting greater emphasis on its tagline of “Honor Your Body,” which is included underneath its logo and expressed visually on the side of the bottle via a silhouette of a person in a celebratory pose.
“The statement of identity has really come full circle,” Sullivan said. “[It’s] shifting the lens by which we perceive health and wellness and really our own journey and our own experience in what we put into our body and using the product and the brand portfolio as a vehicle to access that optimal wellness and really start seeing our body as a temple and treating it like a temple.”
Temple has also moved regulatory compliance buttons and processing callouts, including USDA Certified Organic and Non-GMO Project Verified and the brand’s “We Use HPP,” to the front of the bottle and shifted the ingredient list for each variety from the front to the side of the label.
From a retail standpoint, the new bottles will enable Temple to add 25 percent more points of distribution with its current footprint, Sullivan said, noting that the company would be able to fit four bottles in a space that, with the old package, would previously hold three. All told, Sullivan views Temple’s brand evolution as something that will draw greater appeal among mainstream retailers and consumers.
“We feel like the taller profile package is more compatible with the set in conventional grocers,” Sullivan said. “In general, the overall magnetism of the new design really stand out on the shelf.”
Temple has targeted new distribution in the conventional channel as a key focus for 2016 and recently secured 450 points of distribution with Ahold-owned supermarkets, including Stop N’ Shop and Giant banners, for its Super Lights line as well as its Original and Mineral Greens products.
Along with the rebrand comes two new varieties for Temple. White Turmeric Dark Cherry Elixir is a drinkable vinegar beverage made with cold-pressed apple cider vinegar, white turmeric, ginger, dark cherry, cardamom and vegan probiotics. The product contains 6 grams of sugar and 50 calories and will launch nationwide exclusively at Whole Foods Market this month. Temple’s new Pure Mega beverage is formulated with 13,000 mg of turmeric, the highest level among all of its products. A blend of pineapple, mango and citrus juices, the drink is also infused with black pepper, ginger, and coconut milk, and contains 7 grams of sugar and 100 calories per bottle. Pure Mega will be available at natural and conventional grocers as well as Costco stores nationally.
Temple will support the updated branding and new placement with messaging and educational initiatives centered around inflammation management. Sullivan views the topic as “critical to modern-day wellness” and “a top-of-mind health concern” for Americans.
“Turmeric has proven to be the botanical to address this relevant need state, with Temple being the most effective brand to access this nutritional powerhouse,” he said. “We really believe that we’ve cornered the market being the most efficient and most convenient delivery system to support a healthy inflammation response.”
New financing will also be an important objective as Temple continues its development in 2016. And while the company is currently in talks with “a few funds” for its next funding round, Sullivan said that “it’s just the early stage of the courtship process.”
Meanwhile, Temple will continue to work with minority shareholder Boulder Brands, which acquired an equity stake in the company in 2014 via its investment arm Boulder Brands Investment Group. Despite Pinnacle Brands’ acquisition of Boulder Brands last year, Sullivan said that the food conglomerate is not involved with operations at Temple.