Cold-pressed juice pioneer Evolution Fresh unveiled a major packaging revamp and two probiotic-infused sublines at Expo East 2017, which was held last week at the Baltimore Convention Center in Baltimore, Md. The Starbucks-owned brand exhibited the updated look along with a four-SKU line of Daily Probiotic smoothies and a three-SKU line of products called Complete that are infused with probiotics and 10g of plant-based protein. Evolution Fresh also announced its commitment to 100 percent organic ingredients and formulations by 2019.
In a significant departure from previous packaging, Evolution Fresh has adopted a transparent bottle and label that now features an ingredient list on the front of the package. The brand logo is now positioned vertically alongside the ingredients. In a video interview with BevNET, Evolution Fresh VP of Marketing and Category Anne Williams explained that the new look is “more in keeping with the transparency and authenticity of the juice.”
Meanwhile, the new products were designed to address growing consumer demand for more nutrient-dense, functional and on-trend ingredients, according to Evolution Fresh founder and Chief Juice Officer Jimmy Rosenberg. Formulated with a base of coconut milk -- employed to reduce sugar count while upping healthy fats -- and cold-pressed fruits and vegetables, Rosenberg said the smoothies underscore the brand’s emphasis on creating “snackable beverages.”
“We’re all about thriving there,” he said. “And we making beverages that inspire us to thrive. As a snack we’re implementing into our system these nutrient-dense ingredients that have a function.”
Watch this video to hear more from Williams and Rosenberg about the new branding and product lines as well as why Evolution Fresh is moving to an all-organic portfolio.