Nature's Own launches simpler recipe
The bakery brand is revamping its product portfolio with fewer ingredients
Flowers Foods' Nature’s Own, producer of loaf bread, has introduced a new, simpler recipe across its entire product portfolio and refreshed its brand look to reflect its commitment to “Real. Soft. Bread.” To spread the word, the brand has tapped actor and retired professional wrestler John Cena as the official “Breaducator.” The updated Nature’s Own recipes include up to 38% fewer ingredients than before, and the full portfolio is now Non-GMO Project Verified. The reformulation comes as new research commissioned by Nature’s Own shows that parents see bread as an opportunity to make better choices for their families, with a majority (80%) saying they are willing to switch bread brands to find options made with simpler ingredients.
“Nature’s Own is bread done right. ‘Real. Soft. Bread.’ Now made with simpler ingredients,” says Cena. “Time to show people what’s in their loaf. Time to breaducate.”
The Breaducator campaign turns a routine grocery trip into a wake-up call, with Cena “breaducating” shoppers by showing them what sets Nature’s Own apart—new recipes with simpler ingredients that are Non-GMO Project Verified and deliver the same great taste and texture consumers expect from the brand. The campaign is supported by a significant multi-platform media push spanning national TV, CTV, OLV, digital and social, as well as a mixed-tier influencer initiative.
Simpler ingredients are a clear priority for parents, according to the research. Nearly nine in 10 parents (88%) agree that feeding their kids bread made with simple ingredients and no artificial flavors, colors, or preservatives feels like an easy win. More than 80% say that simpler ingredients make them more comfortable serving bread across multiple meals throughout the day. And eight in ten parents say clear nutritional information on the packaging influences their bread buying decisions.
“Nature’s Own is launching a bold brand refresh, built to shake up the bread category, drive momentum and meet consumers where they are,” says Krystle Farlow, senior director of brand management for Nature’s Own. “Our brand embodies real, simple goodness, and John Cena is the perfect partner to bring that message to life. He’s authentic; he’s entertaining; and families love him. We couldn’t ask for a better Breaducator to tell our simpler, Non-GMO Project Verified story.”
Nature’s Own fresh-packaged bread, buns and rolls are available at participating retailers nationwide.
Survey methodology: Nature’s Own surveyed 2,000 adults throughout the U.S. The sample consists of parents and guardians aged 25 to 54 who indicated they or someone in their household has consumed packaged bread within the last three months. The survey was conducted by Atomik Research and fieldwork took place between April 13 and April 20.
Flowers Foods is on the current Snack Food & Wholesale Bakery “Top 50 Snack & Bakery Companies” list. Click here to view the current “Top 50” rankings.
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