Enjoy Life Foods new packaging was revealed today at Natural Products Expo East in Baltimore. The allergy-friendly food maker also announced its new look on its website, through various social media channels — including Facebook, Instagram and Twitter — and by direct emails to its newsletter recipients.
Enjoy Life Foods new packaging
The new packaging looks good on Enjoy Life products.
The bright eye-catching teal color is certain to stand out on store shelves and presents a cohesive look for shoppers seeking out Enjoy Life’s products. In addition to popping on store shelves, the new packaging will be great for brand-blocking and other merchandising purposes.
The teal color is meaningful to food allergy sufferers so should resonate with members of the food allergy community — a la the Teal Pumpkin Project, which I’m sure we’ll be hearing more from in the weeks leading up to Halloween.
Unlike the various products that have been introduced since Enjoy Life first came on the scene in 2001, the new packaging features the company logo consistently placed in the upper left corner of every product. Allergy-friendly designations and certification seals are called out in an easy-to-find designated area in the top right.
Importantly, the front of the new packaging focuses more on what’s in the products — the ingredients — and less about what’s excluded: those bad food allergens. This is in keeping with Enjoy Life’s culture of inclusion — that it’s allergy-friendly products are designed to be enjoyed by all, even those with the most severe and multiple food allergies.
Gluten-free and allergy-friendly products
Since launching 16 years ago, Enjoy Life products have always been gluten free and free from the top eight food allergens. Today, all products are still gluten free and now they are free from 14 leading allergens.
Enjoy Life’s product portfolio is composed of 70 SKUs spanning seven categories.
New product launch too
In other company news, Enjoy Life introduced a new product called “Grain & Seed” at Expo East as well. Most importantly, the new items are made with certified gluten-free oats that test down to 5 ppm of gluten, which is below the 10 ppm required for gluten-free certification and well below the 20 ppm required by the FDA.
Additionally, according to Enjoy Life executive Joel Warady speaking with New Hope Network’s Bryan Gray at Expo East, the product is made with three different types of the ancient grain sorghum.
Grain & Seed comes in four flavors: Banana Caramel, Chocolate Marshmallow, Cranberry Orange and Maple Sweet Potato.
Products will be available in a 5-pack box and a single-serve bar.
For more on Enjoy Life Foods, read an excerpt from my exclusive interview here: Food Innovation: Interview with Enjoy Life Foods CMO Joel Warady