Cargill’s New CoroWise™ Brand
Naturally Sourced Cholesterol Reducer™ Resonates With Consumers
MINNEAPOLIS –Cargill Health & Food Technologies (H&FT) is launching a new logo for its CoroWise™ Naturally Sourced Cholesterol Reducer™ brand of plant sterols that more clearly communicates the consumer benefits of the product, thereby adding more value to those product labels on which it appears. The new brand mark breathes new life into the CoroWise™ branding strategy.
“Our new look makes it easier for consumers to immediately identify the heart healthy benefits of products made with CoroWise™ plant sterols,” said Steve Snyder, Cargill H&FT vice president, sales and marketing. “We are confident that the CoroWise™ brand will strongly support our partner’s marketing objectives for their heart healthy brands.”
Snyder said that consumer marketing research, coupled with customer input, helped to inform and ultimately define the new logo’s key messages:
· Heart Health – heart imagery clearly communicates heart healthy benefits and is made possible by the FDA health claim
· Natural Solution – leaf imagery coupled with “Naturally Sourced” language clearly communicates this benefit
· Lowers Cholesterol – “Naturally Sourced Cholesterol Reducer™” trademarked tagline suggests to consumers the cholesterol benefits of the product
Some of the current products with heart health benefits from CoroWise™ include Minute Maid® Premium Heart Wise™ orange juice, Yoplait® Healthy Heart™ yogurt and Rice Dream® Heartwise™ rice drink.
Cargill Health & Food Technologies, based in Minneapolis, is a leading developer, processor and marketer of science-based, healthy ingredients for food and dietary supplements worldwide. Cargill H&FT is part of Cargill’s Food System Design initiative in which Cargill businesses work with customers to produce ingredient solutions for affordable, nutritious, convenient and appetizing consumer products. Cargill H&FT is a business unit of Cargill, an international provider of food, agricultural and risk management products and services. With 105,000 employees in 59 countries, the company is committed to using its knowledge and experience to collaborate with customers to help them succeed. For more information, visit http://www.cargillhft.com and http://www.cargill.com.