New name, new look for Wholesome!

New name, new look for Wholesome!

Wholesome Sweeteners becomes Wholesome!, and the new brand will debut at Natural Products Expo West.

Wholesome Sweeteners, the leading U.S. brand of organic, fair trade and non-GMO sugars and sweeteners, has a new name and a new look. Now known as Wholesome!, the new brand will debut March 6 to 8 at Natural Products Expo West (Booth# 2721) in Anaheim, Calif. In addition to unveiling its new look, the company will reveal its latest items like Organic Coconut Palm Syrup and a larger 24-ounce bottle of its popular Organic Honey. In celebration of its brand launch, the company is raffling off two purple KitchenAid mixers to visiting Expo guests.

The company is staying true to its organic and fair trade roots and will still sell its same beloved line of gourmet sugars, syrups, molasses, stevia and honeys, but with a different look. The Wholesome! logo and packaging incorporate a bright variety of colors, playful fonts and baking icons and quite literally lead with the heart. Not only is there a heart on the front of each item, but its packaging speaks about the love, care and consideration that was put into creating each product. The focus is on the satisfaction of the consumer, the well-being of the farmer who nurtured the product and maintaining the health of its natural environment.

"Wholesome! is the way we feel about our products, our farmers and our customers," said Nigel Willerton, Wholesome! chief executive officer. "It encapsulates our organic and social mission and how much everyone in the company cares about delivering the best-tasting, highest quality products possible."

Samples of brand new Wholesome! Organic Coconut Palm Syrup will be available for tasting at Expo West. This delicious natural sweetener is made from coconut palm sugar, which is derived from coconut palm tree nectar. A warm, caramel flavor with a honey-like consistency, it is a popular ingredient in Asian cuisine, but also makes a great baking ingredient or sweet topping for dishes like oatmeal, pancakes and waffles. This syrup is certified USDA Organic, non-GMO, gluten free, vegan and kosher and will be sold in 12-ounce recyclable bottles.

For those who love the Wholesome! Organic Honey line, the squeeze bottle honey is now available in a larger size. Shoppers will be able to purchase it in either a 16-ouce or a 24-ounce squeeze bottle. Wholesome! Organic Honey is a decadent honey with butterscotch and caramel tones perfect for baking, hot tea, Greek yogurt, warm biscuits and hard cheeses. This honey is USDA Organic and non-GMO since the bees only feast on organic wildflowers and the hives are never treated with antibiotics. It's also fair trade, gluten free and kosher.

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