Ep 517: How Back to Nature Repositioned Away from “Plant-Based” to Drive Shelf Velocity
DTC Podcast · with Andrea · June 16, 2025 · 35 min
Summary
This episode reveals how Back to Nature, under Barilla, pivoted from a niche "plant-based" identity to a broader "Better-For-You Remix of Classics" strategy. By leveraging nostalgia, simplifying their SKU range, and executing a bold creative overhaul, they significantly improved shelf velocity and consumer appeal. Ecommerce operators can learn how strategic repositioning and packaging innovation can revitalize classic brands and expand market reach.
Key takeaways
Research extensively to understand consumer perception of current branding and identify potential limitations, as Back to Nature did with "plant-based."
Be willing to make bold creative changes, like Back to Nature's retro packaging, even if it entails managing risk, to unlock broader appeal and distinguish your brand.
Optimize your SKU range to focus on high-performing products that align with your repositioned brand identity, as a streamlined offering can drive shelf velocity.
Leverage brand heritage and "memory structures" to connect with consumers on an emotional level, using nostalgia and joy as key drivers.
Implement a diversified marketing strategy spanning digital, social, and in-store channels, and track in-store velocity to measure real-world impact of brand changes.
To Subscribe to DTC Newsletter - https://dtcnews.link/signupThis episode dives deep into how a major global brand (Barilla) reimagined Back to Nature with a bold rebrand strategy anchored in nostalgia, joy, and simple ingredients. Hear why shifting from a plant‑based tagline to a "Better‑For‑You Remix of Classics" helped unlock broader consumer appeal, fortified by skinnier SKU range and sharp creative decisions.🔍 Key Highlights:Research-driven decision to ditch front‑pack “plant‑based” in favor of taste-first appeal.Bold creative overhaul: retro‑60s packaging, high brand recognition risk managed.Category insights:Cookies: flavor, new formats fuel impulse purchases.Crackers: better‑for‑you, snackable formats are gaining share.Marketing strategy: OTT launch, digital/social, plus in‑store velocity tracking.Brand building lessons: leverage heritage, memory structures, stay distinctive (per Byron Sharp).Did you know that 98% of your website visitors are anonymous? Instant powers next-level retention by identifying who they are and converting them into loyal shoppers. Sign up for a quick demo today to get 50% off and unlock a guaranteed 4x+ ROI: instant.one/dtcTimestamps:00:00 – Why Back to Nature Needed a Total Rebrand02:55 – Barilla’s Acquisition and Strategic Goals06:10 – Andrea’s CPG Background and Role in the Brand Relaunch10:45 – Why “Plant-Based” Was Hurting the Brand14:30 – Unlocking a Distinct Brand Identity with Joy and Nostalgia18:00 – Managing Risk and Shelf Recognition in a Full Redesign21:20 – Balancing Better-for-You Messaging
Research extensively to understand consumer perception of current branding and identify potential limitations, as Back to Nature did with "plant-based."
What does this episode say about retail & omnichannel?
Be willing to make bold creative changes, like Back to Nature's retro packaging, even if it entails managing risk, to unlock broader appeal and distinguish your brand.
What does this episode say about product & merchandising?
Optimize your SKU range to focus on high-performing products that align with your repositioned brand identity, as a streamlined offering can drive shelf velocity.
What does this episode say about brand & content?
Leverage brand heritage and "memory structures" to connect with consumers on an emotional level, using nostalgia and joy as key drivers.
What does this episode say about brand & content?
Implement a diversified marketing strategy spanning digital, social, and in-store channels, and track in-store velocity to measure real-world impact of brand changes.
