Nature’s Pride relaunches Eat Me with fresh brand identity

Nature’s Pride, one of Europe’s leading suppliers of exotic fruit and vegetables, has updated its Eat Me consumer brand.

It said the rebranding would strengthen the label’s position as an inspirational brand – one that encourages consumers to discover and enjoy new flavours.

The new look was unveiled at an event on Saturday to celebrate the group’s 25th anniversary, in the presence of many of its international partners. As Leontine Buitelaar, CCO of Nature’s Pride, explained, the fruit and vegetable market is developing rapidly, with product ranges expanding and consumer expectations shifting.

“Eat Me has been a trusted brand in the category for years,” she commented. “Together with our partners, we are continuing to grow the fruit and vegetable category with Eat Me as a strong brand.

To remain distinctive and relevant in the future, she added, the company aimed 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,” she said. “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.”

Marketing magic

In marketing the brand, the company will use innovative recipes and product applications to highlight the flavour and versatility of the fruit and vegetables it sells.

Combined with great taste and quality, the renewed Eat Me brand promise is “Excitingly Good.”

Although its appearance has changed, the new brand identity retains its distinctive purple colour, with a “more contemporary” look.

In early November, the renewed brand goes live and the first Eat Me products in new packaging will be available, including avocados, mangoes, kiwifruit, and passion fruit.

Other product groups will follow as part of a phased roll-out in 2027, making the renewed label increasingly visible in the market, the company added.