Sunfood Superfoods, Pioneer of the Superfoods Movement, Unveils First Rebrand in a Decade as Momentum Builds

As Sunfood gains share and expands its retail footprint, the original superfood brand is evolving its products and identity to meet the needs of a new generation of consumers

Houston, TX, Nov. 12, 2026 — More than 30 years after pioneering the superfood movement, Sunfood Superfoods is entering a new era. The original superfood company, founded in 1994, is building on its legacy with a more focused product portfolio, a refreshed brand identity, and simplified product formulations — all with today's wellness consumer in mind. Marking its first rebrand in more than a decade, the new visual identity debuts on three of Sunfood's best-selling blends: Golden Milk Super Blend, Supergreens, and Beets & Mushrooms. The refreshed packaging represents the next milestone in a broader brand evolution, with a portfolio-wide rollout planned and a reformulated line of SuperLattes arriving later this month.

A legacy brand, reimagined for today’s consumer

As the superfood category has evolved, so have consumer expectations. Today's shoppers want products that deliver meaningful nutritional benefits, straightforward ingredients, and versatility in their everyday wellness routines. Sunfood is responding with a refreshed identity that brings its longstanding commitment to whole-food nutrition into sharper focus, while giving the legacy brand a more modern expression.

The new look highlights the quality behind each product, with packaging built around what has always set Sunfood apart: superfoods first, whole food ingredients, and no proprietary blends or fillers. Sunfood sources its ingredients from farms and co-ops across the globe, with a mission to make high-quality superfoods more accessible. Every Sunfood superfood is independently tested for heavy metals, pesticides, molds, and microbes against strict quality standards.

The new look makes its debut across three fan favorites:

• Golden Milk Super Blend: Sunfood's original turmeric-first blend, now made without stevia or added sugar. A caffeine-free blend of nine superfoods, including turmeric, black pepper, ginger, cardamom, maca, and goji, made for a calming evening ritual.

• Supergreens: A blend of 19 organic greens, including spirulina, chlorella, wheatgrass, and kale, plus plant-based probiotics and digestive enzymes, made for an easy daily greens habit.

• Beets & Mushrooms: A vibrant blend of beet root and pomegranate with functional mushrooms like cordyceps and lion's mane. With 3g of fiber per serving to support digestive health and no added sugar, it’s a great afternoon refresher.

All three blends are certified organic, non-GMO, gluten-free, and are made with whole-food ingredients and no artificial flavors, colors, or preservatives.

The refreshed identity will extend across the company’s product portfolio, spanning Greens & Algae, Superfruits & Adaptogens, Superfood Blends, and Nuts, Seeds & Snacks. Later this month, Sunfood will also introduce its reformulated SuperLattes in the new packaging, with simplified formulas made without stevia, added flavors, or gums. Additional product innovations are planned for early next year.

“Sunfood introduced shoppers to superfoods like goji, maca, and cacao more than 30 years ago, and that commitment to quality has carried the brand forward ever since,” said Lisa Pounds, CEO of Sunrise Organics & Naturals Corp., parent company of Sunfood Superfoods. “As the category has grown and consumer needs have evolved, we've taken a closer look at where Sunfood can have the greatest impact. We've made intentional decisions about the products we bring to market, how we formulate them, and how we show up on shelf. We've simplified our formulas, expanded our certifications, and have new innovation rolling out next year. This new identity reinforces where we started while creating a stronger foundation for our future, honoring the mission of nourishing people through the power of real superfoods.”

A more focused lineup, backed by business momentum

The brand refresh follows Sunfood's strategic decision to streamline its expansive product lineup, focusing on 34 of its strongest SKUs and prioritizing products with multifunctional benefits that align with consumer demand. The move marked the first step in a broader effort to sharpen the brand's positioning, strengthen its core offerings, and create a more focused foundation for growth.

Early results suggest the strategy is gaining traction. According to SPINS Natural data, Sunfood’s sales velocity per point of distribution increased 19% over 24 weeks. The brand now ranks among the top 25 brands out of more than 400 in Superfood & Whole Food Supplements and leads the category in Green Superfoods across natural retailers (SPINS Natural data, period ending October 2026). Whole Foods Market remains the brand’s largest nationwide retail account, and Sunfood recently expanded its distribution to Harris Teeter.

“Sunfood has earned its place in the category by staying close to its ingredients and the people who grow them,” said Bob Bingham, Chairman of Sunrise Organics. “This next chapter builds on that foundation with a clearer focus, a stronger brand identity, and products that reflect what consumers are looking for today. We’re seeing encouraging momentum across the business, and a significant opportunity ahead as we bring Sunfood to more shoppers.”

The full Sunfood line in new packaging is available now at sunfood.com, with the full rebrand rolling out across retailers in the coming months. Sunfood products are available in thousands of retailers nationwide, including Whole Foods Market, Sprouts Farmers Market, Erewhon, Jimbo's, Lazy Acres, and Harris Teeter, and online via Amazon, iHerb, and Vitacost.

About Sunfood Superfoods

Sunrise Organics & Naturals Corp. owns and manages Sunfood Superfoods, the original superfood company. The mission: nourishing people through the power of real superfoods. Founded in 1994, Sunfood was one of the first brands to source goji berries, maca, and cacao at scale, and it has gone to the source ever since: real farms, real ingredients, real impact. Its superfoods span Greens & Algae, Superfruits & Adaptogens, Superfood Blends, and Nuts, Seeds & Snacks. All are made with whole-food ingredients and no proprietary blends or fillers, and all are independently tested for heavy metals, pesticides, molds, and microbes. Sunfood offers USDA Organic and Non-GMO options, is CCOF certified and NSF Certified Gluten-Free, and partners with 4ocean.

Learn more at sunfood[dot]com and follow @sunfoodsuperfoodsofficial.