Van's Natural Foods Launches New Products
Market leader also unveils new packaging, brand design and Web site

PHOENIX, AZ, March 15, 2010 /24-7PressRelease/ -- Van's Natural Foods, the market leader in natural, organic and gluten-free and allergy friendly frozen breakfast foods, unveiled major changes to its offerings last week during Expo West, the premier trade show for the healthy products industry.

Additions include two new product lines, great tasting and healthy changes to its current products, a revamped package design and a new, more interactive Web site, set to launch in April 2010.

The new line of products includes 8 Whole Grains and Lite frozen waffles and a reformulation of the brand's Organics line.

Van's 8 Whole Grains line features a multi-grain flour mix comprised of whole wheat, oat, barley, brown rice, dark rye, quinoa, amaranth and millet flours, all noted for their positive effect on weight management and digestive health. The waffles, available in three varieties, will be available in stores beginning late April.

The new Van's Organics line now includes a vitamin and mineral boost comprised of Vitamins A, B and C and Zinc. The waffles, available in three varieties, are expected in stores beginning mid May.

Van's new Lite line has only 70 calories per waffle and is 97 percent fat free. Expected to appear in stores in late April, the line is made with whole grains, and delivers 6g of fiber per serving.

"We are thrilled to be launching two new product lines, new packaging and several nutritional improvements to our existing products," said Eric Kufel, Van's CEO. "Our new lineup gives consumers a wider array of healthy choices to meet their specific nutritional needs. And they taste so great, it's easy to eat healthy."

The company also introduced a new logo at Expo West featuring elements of its long history, freshened with contemporary fonts and design. The packaging, created by CMA Design, has a more dominant focus on the product, delivering a strong shelf impact with a clean, modern, natural look and feel.

"Our package redesign evokes our products' great taste while illustrating our pride in the product and highlighting the natural, high quality ingredients," said Sarah Meis, Van's Senior Brand Manager.

To emphasize its products' new health benefits, Van's added nutritional call outs to the front of its packaging. Examples include "6g of Fiber" "5g of Protein" or "Made with Whole Grain." The new packaging, designed to help consumers make good choices, will appear in stores beginning in late March.

"Van's is a terrific brand with great customer loyalty," said Kufel. "Over the last year we've set our sights on adding to the overall experience of our customers and finding ways to better support them in their healthy lifestyle choices."

Van's will launch a new Web site, vansfoods.com, in April 2010. Created by Denver-based Motive, the site features an online community designed to educate consumers on health and wellness, allergy free diets and healthy eating for kids and adults. A newly created blog will feature entries from authorities on diet, nutrition, living with food allergies and general wellness. Readers will be encouraged to offer their own expertise on such things as recipes, specialized diets and favorite Van's products.

"We have a passion for helping people live a healthy lifestyle," noted Kufel. "Our new Web community allows anyone who cares about health to educate themselves and connect with others."

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Erin White
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