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Andrea Ferber
Head of marketing at Back to Nature, overseeing the brand's repositioning and rebrand strategy. She has a background in CPG marketing with experience at General Mills, Schwan's Food Company, and Jack Links.
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Jun 16, 2025
• 36min
Ep 517: How Back to Nature Repositioned Away from “Plant-Based” to Drive Shelf Velocity
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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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