Wesson Oil Unveils Major Brand Refresh

Richardson International Limited, a global leader in agriculture and food processing and new owner of the 123-year-old cooking oil brand Wesson, introduces a refreshed look inspired by Wesson’s storied history. The new look will begin to appear on grocery shelves this month.

“We’ve acquired a renowned brand, a good plant run by great people, and we’re honored to be the stewards of this trusted name in cooking,” Thor Richardson, Assistant Vice-President of Richardson. “Wesson is a key piece in our vertical integration strategy. We’ve spent decades building a reliable supply chain to deliver quality food from the farm field to the bottle on shelf. Wesson has been trusted by consumers for more than 123 years. As a 165-year-old family company, we value trust built more than generations and look forward to continuing to earn the patronage of Wesson consumers for years to come.”

Wesson’s new creative demonstrates the power of family recipes to transcend generations. A video shows a young woman connecting with her past by preparing her late aunt’s chocolate ganache cake recipe exactly the way her aunt always made it – with Wesson.

“Only a food culture icon could maintain its market leadership position despite a two-decade long advertising hiatus,” Irman Webb, Director US Retail Sales for Richardson. “More than a century ago Mr. Wesson innovated plant based cooking oil, moving us away from rendered animal fat. The proprietary purification process made a superior oil that cemented consumer loyalty, giving Wesson a cult status that has been passed down for generations through family recipes. We’re eager to reconnect with home cooks across America more than great food.”

Inspired by more than a century of bottle design evolution, Wesson’s new look brings back the brand’s original bold colors and typography for immediate recognition among loyal consumers while delivering a modern, clean aesthetic for a new era. Wesson’s commitment to its proud Tennessee roots is evident, sporting a new white cap engraved with “Pure. Established 1899. Memphis USA.”