Nature's Pride renews EAT ME consumer brand

Nature's Pride, the European market leader and supplier of exotic fruit and vegetables, has renewed its EAT ME consumer brand. This rebrand will strengthen the label's position as an inspirational brand that invites consumers to discover and consciously enjoy new flavors, now and in the future.

Nature's Pride launched the rebrand last Saturday at a major international partner event to celebrate the organization's 25th anniversary.

Grow the category together with EAT ME as a strong brand

The fruit and vegetable market is developing rapidly. Product ranges are expanding, and consumer expectations are also shifting.

Leontine Buitelaar, CCO of Nature's Pride: "EAT ME has been a trusted brand in the category for years. Together with our partners, we are continuing to grow the fruit and vegetable category with the label as a strong brand. To remain distinctive and relevant in the future, we aim to stay at the forefront of the market. Consumers have a greater awareness of food and expect a brand to be more than simply a good product. The renewed brand identity places greater emphasis on inspiration and experience, encouraging consumers to enjoy fruit and vegetables more often and in new and exciting ways.  Using surprising recipes and product applications, we show the delicious flavor and versatility of fruit and vegetables while remaining true to the qualities that have always made EAT ME strong: taste and quality. These strengths are combined in our renewed brand promise: Excitingly Good.” 

Phased roll-out of the rebranded EAT ME

Although the appearance will be different, the distinctive purple will remain an important element of the brand identity. This familiar color will ensure the label's recognizability, but the brand will adopt a more contemporary look.

In week 45, the renewed brand will go live, and the first EAT ME products in new packaging will be available, including avocados, mangoes, kiwis and passion fruit. The other product groups will follow in phases in 2027, making the renewed label increasingly visible in the market.

*All images courtesy of Nature's Pride. 

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