Pyure Organic Announces Rebrand of Plant-based Sweetener Products
Pyure Organic, a fast-growing brand in the low-to-no-calorie sweetener category, announces a major rebrand of its organic and non-GMO plant-based sweeteners, baking mixes, milk modifiers and spreads.
Pyure Organic partnered with Ideabar, a leading marketing and media agency to develop integrated marketing strategies to maximize business growth and brand equity. After conducting market research and consumer feedback, the brand and messaging were repositioned along with redesigned packaging across the entire portfolio of 25 Pyure products.
The new Pyure branding uses friendly fonts with grain-like textures, green leaf accents, bold colors and photos of delicious-looking sweets to appeal to all ranges of customers. The new copy emphasizes “love” language, as in the brand’s new tagline: “Love is pure. Pyure is love.”
“We could all use a little more love in our lives,” said Benjamin Fleischer, Pyure’s founder and CEO. “Pyure is the result of my ongoing passion for creating plant-based sugar substitutes that taste great and that love you back. Our rebrand, which gives us a new look that’s accessible and exciting, perfectly captures the vibrancy of our product line today and tomorrow. We think consumers will fall in love with it as much as we have.”
Pat Fox, Director of Marketing at Pyure, said “The ultimate goal of the rebrand is to become a pantry staple in millions of homes and to challenge sugar as America’s most popular sweetener. I’m proud to say that every decision we made focused on our customer. Their insights were our ‘North Star’ on the evolution of Pyure.”
Ideabar boasts agency expertise in products that appeal to natural-minded consumers, so the partnership was a natural fit. “We believe in brands that innovate and lead markets. We are inspired by Pyure’s focus on bringing plant-based, organic, sugar alternatives to market,” said Dana Wardeh, Director of Client Engagement of Ideabar. “Pyure Organic is a brand that aligns with Ideabar’s passion to provide Natural-Minded Consumers with choices in their pursuit of personal wellness. This rebrand will help further establish Pyure as the undisputed pioneer of organic, sugar-free foods.”