Ep 517: How Back to Nature Repositioned Away from “Plant-Based” to Drive Shelf Velocity

To Subscribe to DTC Newsletter - https://dtcnews.link/signupThis episode dives deep into how a major global brand (Barilla) reimagined Back to Nature with a bold rebrand strategy anchored in nostalgia, joy, and simple ingredients. Hear why shifting from a plant‑based tagline to a "Better‑For‑You Remix of Classics" helped unlock broader consumer appeal, fortified by skinnier SKU range and sharp creative decisions.🔍 Key Highlights:Research-driven decision to ditch front‑pack “plant‑based” in favor of taste-first appeal.Bold creative overhaul: retro‑60s packaging, high brand recognition risk managed.Category insights:Cookies: flavor, new formats fuel impulse purchases.Crackers: better‑for‑you, snackable formats are gaining share.Marketing strategy: OTT launch, digital/social, plus in‑store velocity tracking.Brand building lessons: leverage heritage, memory structures, stay distinctive (per Byron Sharp).Did you know that 98% of your website visitors are anonymous? Instant powers next-level retention by identifying who they are and converting them into loyal shoppers. Sign up for a quick demo today to get 50% off and unlock a guaranteed 4x+ ROI: instant.one/dtcTimestamps:00:00 – Why Back to Nature Needed a Total Rebrand02:55 – Barilla’s Acquisition and Strategic Goals06:10 – Andrea’s CPG Background and Role in the Brand Relaunch10:45 – Why “Plant-Based” Was Hurting the Brand14:30 – Unlocking a Distinct Brand Identity with Joy and Nostalgia18:00 – Managing Risk and Shelf Recognition in a Full Redesign21:20 – Balancing Better-for-You Messaging and Simplicity23:50 – The Role of OTT and Digital in Brand Awareness26:15 – Staying Focused vs. Chasing Trends at Expo West30:00 – The Evolving Role of Ecommerce and Amazon32:10 – Lessons in Bold Branding and Distinctiveness from Byron SharpHashtags:#DTCmarketing#CPGbranding#RetailRebrand#FoodMarketing#BrandStrategy#ConsumerInsights#PackagedGoods#MarketingLeadership#BrandPositioning#EcommerceStrategy Subscribe to DTC Newsletter - https://dtcnews.link/signupAdvertise on DTC - https://dtcnews.link/advertiseWork with Pilothouse - https://dtcnews.link/pilothouseFollow us on Instagram & Twitter - @dtcnewsletterWatch this interview on YouTube - https://dtcnews.link/video