DTC Podcast Ep 517: How Back to Nature Repositioned Away from “Plant-Based” to Drive Shelf Velocity
Jun 16, 2025
Andrea Ferber, Head of Marketing at Back to Nature, shares her extensive CPG background and insights on the brand's bold rebranding journey after its acquisition by Barilla. Discover how shifting from a ‘plant-based’ tagline to a 'Better-For-You Remix of Classics' revitalized consumer interest and sales. Andrea discusses the strategic importance of nostalgia, taste, and creative packaging in attracting broader audiences while managing brand risks. Tune in for valuable marketing lessons on building a distinctive identity and reconnecting with heritage!
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Acquisition and Plant-Based Challenge
- Back to Nature was acquired by Barilla with a strong plant-based positioning that did not drive growth.
- Andrea Ferber led a consumer learning journey that revealed plant-based was a negative association for broader buyers.
Different Cookie and Cracker Markets
- Cookies and crackers are two distinct snack categories with different consumer dynamics.
- Cookies are impulse-driven and growing; crackers are utilitarian, facing category decline but gaining from better-for-you snackable formats.
Bold Shift to Nostalgia and Taste
- The rebrand shifted to "better for you remakes of classics" focusing on taste and nostalgia.
- Complete packaging redesign was risky but aimed at breaking through shelf blindness and connecting emotionally.
