Ian's package rebranding sensitive to allergens

Packaging Digest

Elevation Brands, LLC and Ian's unveiled new products and packaging at Natural Products Expo West held March 7-10 by signaling a strong declaration for the allergy-friendly food company's product and marketing strategy under the new tagline "Friendly Foods For Life!"

Best known for its 34 skus of allergy-friendly convenience foods, the new look supports a more powerful brand promise to deliver allergy-friendly foods you can trust to anyone with food intolerances/sensitivities. "Friendly Foods For Life!" is a multi-faceted combination of product truths; allergy-friendly, family-friendly, convenience-friendly, taste-bud-friendly and health-friendly.

The addition of a leaf as the apostrophe in Ian's logo reinforces the all-natural aspect of the Ian's product line while also helping to maintain its friendly, approachable personality.

The new packaging puts trust front and center - literally - by featuring quick-read panels with icons and "No____" descriptors (No Gluten, No Wheat, No Eggs, No Dairy) that make it instantly easy to understand what the products don't contain. This saves the shopper from having to turn the packaging over and search small-type ingredients lists.

"Even though the consumer wants to make the best choice possible," observes Chuck Marble , CEO of Elevation Brands, LLC that owns the Ian's brand, "there is still a great deal of doubt and confusion in the food allergy category. Our goal is to maintain the brands powerful promise and trust - just reach for Ian's - and our new packaging proves it in a very tangible way."

The move to broaden its product offering cross-category and day part is supported by national trends including an increase in adult onset food allergies as well as consumers' growing determination to make healthier food choices they can trust. Consumer demand for convenience, portability and varied usage occasions also drives Ian's product strategy.

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