New packaging mirrors brand's all-natural vibe
Posted by Lisa McTigue Pierce, Executive Editor -- Packaging Digest, 2/20/2013 2:15:45 PM
Pure Via, the all-natural, zero-calorie sweetener that's made from the sweetest part of the stevia plant, now has a sweet new look. Moving forward, both the brand's packaging and website will feature a natural look and feel that better reflects the health-conscious and active lifestyle of the Pure Via user.
The new packaging features inviting earth tones, including warm and welcoming shades brown and green, which breathe new life into the brand. The consumer's eye is quickly drawn to the mouth-watering blueberries and raspberries dusted with Pure Via that sit atop a soft bed of stevia leaves. While the brand was crafted to be perfect in coffee, Pure Via can also be used to sweeten other hot or cold drinks or sprinkled on cereal, fruit or yogurt. The increased number of stevia leaves that now appear on the carton and in the brand's logo communicate the circle of life, energy and movement. As before, the eco-friendly packaging is made from 100 percent recycled fiber, with 35 percent post-consumer content, to help reduce the planet's carbon footprint and save its forests.
The new Pure Via website contains similar earth tones along with striking photographs that portray the simple beauty of a bohemian lifestyle. Easier navigation allows users to quickly find product information, healthy lifestyle tips, traditional recipes and tasty treats, as well as offers and promotions. Visitors to the site can now also visit the "you" section to take a ‘Lifestyle Quiz,' or use the sugar and body mass index (BMI) calculators to learn about their weight category and the amount of sugar they're adding to their diet.
Pure Via is available in 40- and 80-count boxes and a 4oz jar for suggested retail prices of $2.49, $4.29 and $4.99 respectively. Consumers can purchase Pure Via in the sweetener aisle at grocery, club and mass merchandise stores across the U.S. and online at www.purevia.com. Pure Via is a registered trademark of Whole Earth Sweetener Co. LLC.
Source: Whole Earth Sweetener Co. LLC