Supply Chain

Graze relaunches brand to promote healthy snacking

Manufacturer of ‘healthy snacks’, Graze, has relaunched its brand identity aiming to help customers reimagine the way they snack.

Graze partnered with creative agency Jones Knowles Ritchie to create new branding focused on balancing taste and health, providing snacking options for people with busy lives and commitment to “creativity and imagination” in the snack offering.  

The initiative is part of the business’ mission to maintain its position on healthy eating while creating new products that are “healthier, tastier and fresher than ever before”, and the rebrand aims to challenge negative perceptions around snacking.

The rebrand is being rolled out across all channels as the packaging highlights key health benefits and flavours in a modernized design with vibrant colours.

Anthony Fletcher, CEO of Graze, said: “This an exciting time for graze as we continue to evolve and disrupt the heathy snacking market. We are dedicated to achieving our mission of challenging the negative perceptions around snacking and want our customers to grow with us as we help them reimagine the way they snack.

“The rebrand is just one element of our commitment to ongoing innovation across the wider business as we approach our ten year anniversary. We are thrilled to be celebrating with a rebrand that not only encompasses our key brand pillars, but demonstrates how graze continues to raise the bar when it comes to healthy snacking.”

Lee Rolston, strategy director at Jones Knowles Ritchie, added: “We thrive on working with pioneering brands such as graze and wanted help them capture the spirit of imagination and innovation at the centre of the business and place it at the heart of their brand identity.

“We believe the simplicity, standout and bold nature of the rebrand will act as the perfect platform for the next wave of growth for graze.”

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