Mamma Chia Embraces ‘Diversity,’ ‘Empowerment’ with Rebrand

Pioneering chia beverage maker Mamma Chia is looking to emphasize diversity and empowerment with a comprehensive rebrand, set to begin rolling out to stores this month.

Helmed by creative firm Gestalt Brand Labs, the new look stretches across Mamma Chia’s entire product portfolio, including an update to the brand’s signature “Goddess” logo and a new, lighter color palette. The rebrand also features new packaging formats for many of the company’s products, including its chiamilk and organic chia seed lines.

“As our communities emerge from the difficulties of the past two years, we are all being asked to dig deep and evolve,” founder and CEO Janie Hoffman told BevNET in an email. “Our rebranding reflects this journey and our response to the need for more inclusivity, body positivity and celebration of diversity.”

Hoffman founded Mamma Chia in 2009 with its line of chia seed beverages, which helped establish the brand as one of the first to tout chia as a superfood, emphasizing its organic certification and better-for-you qualities. Since then, Mamma Chia has expanded its offerings into multiple food and beverage categories, offering squeeze pack snacks, chia seeds, plant-based milks and energy drinks.

The updated packaging continues to highlight the products’ benefits, featuring call outs to omega-3s, keto friendliness, non-GMO, and prebiotics while also prominently displaying its USDA organic certification.

“For years, Mamma Chia has been one of the best functional products on the market with real benefits, but their branding and packaging wasn’t living up to the purposeful and intentional heartbeat of the company,” said Gestalt managing director Brian Munce. “Our new branding helps showcase their products to a much broader audience. But more importantly, it captures Mamma Chia’s mission to celebrate a world of inclusivity, diversity, body positivity, empowerment and joy.”

Hoffman said the rebrand will coincide with “exciting new product innovation launching later this year.” Though she did not specify further and the press release does not mention it, image renderings of the new designs show a chia pudding mix among the lineup.

As the brand moves further into food products, she added that Mamma Chia’s organic chia seeds will begin selling nationwide in Kroger stores in July. Its products are currently sold primarily in the grocery and natural channels, including retail chains such as Target, Sprouts Farmers Market, Whole Foods Market, Albertsons and HEB, among others.

The refresh also sees the brand’s chiamilk line move from refrigerated bottles into shelf-stable cartons. The line originally launched in 2020 amid the mainstream breakout of oat milk and significant growth for plant-based milks. Now, Hoffman said the format shift is due to rising consumer demand for shelf-stable products and the ability to more easily sell the plant milks online.

Looking further ahead, the company stated that it is anticipating the health and wellness trend to continue to grow as consumers are expected to embrace clean messaging and functional benefits even once the pandemic subsides.

“Through this comprehensive rebrand and updated packaging approach, we know consumers will continue to be drawn to the Mamma Chia message and find the right products to match their lifestyle and needs for 2022 and beyond,” added Hoffman.