Alara Wholefoods rebrand to "Welcome the Sun"

Alara Wholefoods, one of the most environmentally friendly and forward thinking food companies in the UK, and the first food company in the country to go "zero waste",  were also the first cereal company in the world to be certified organic, the first to be licensed for gluten-free production and the first to make Fairtrade mueslis. Over the last five years they have developed numerous organic garden projects at their factory site at Kings Cross; including an orchard, a vineyard and a demonstration Permaculture forest garden, as well recently as winning prestigious awards recently including Fast Growth Green Business of the Year, Small Food Manufacturer of the Year and Resource Management Company of the Year. They now hope that by re-branding their entire product range they can encourage customers to share their values and vision for a greener planet. Alara’s motto is to “Welcome the Sun”, which is a shorthand way of signifying the profound move from an unsustainable society relying on fossil fuels to a sustainable one using solar energy – and this is the message they hope to spread through the new branding.
 

“Over the 35 years we've been around we've introduced numerous ranges to the Alara brand with the result that, at the moment for instance we have four different logos in the market. We feel that to move Alara forward we have to bring these ranges together under a common message. Given that enhancing the environment is our passion it makes sense to utilise this within the new branding; we also hope it will help our sales effort. Research confirms that consumers do want that bit more from an organic and natural brand and like to see what we're doing behind the scenes to enhance the environment – that we're walking the walk as well as talking the talk. Our marketing last year focused on our green work, and whilst the organic sector saw a drop in sales our own brand saw an increase of 20 % turnover; so along with our good prices this seems to be a worthwhile message. We believe the new brand will both reflect what we've been doing, act as a continuation of it, and through our 'Welcoming the Sun' message allow us to influence those in contact with the company to move, if only a step or two, in the same direction.”- Alex Smith, MD and founder. The new branding, which utilises the image of a sun rise is also packaged in recyclable card and film and includes links to the Alara website which has hints and tips on how to become more sustainable as well as green competitions and an environmental blog. The newly branded products include the ‘Everyday’, “Into the Garden” and “OT” ranges, bringing a total of 17 products to market, all with the same sustainable message – to “Welcome the Sun”.
 

Alara Wholefoods