Whole Earth aims for mainstream image

Whole Earth, the organic food and drink company, is repositioning as a premium brand with mainstream appeal to tap into the trend for healthy eating.

The overhaul of the brand, first launched in 1967 by Green & Black's president Craig Sams, is designed to attract 'ingredient-conscious' consumers to the range.

The packaged organic sector is worth £180m. Whole Earth, which has annual sales of £13m, believes revised packaging, as well as an extended cereals range, will double sales within two years.

The range includes baked beans, peanut butter and carbonated canned drinks.

The repositioning, created by FutureBrand Design, kicks off with an extensive sampling campaign at the end of July, backed by ads in national and regional press and consumer titles.

Marketing director David Wilkinson said that government pressure on manufacturers to reduce fat, salt and sugar should mean Whole Earth can tempt occasional purchasers, who account for 40% of sales.

The range is low in sugar and salt and has no added artificial preservatives, flavours or colourings. It is stocked in most supermarkets and is also distributed through healthfood shops.

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