New brand name is Wholesome! — with a bang! at the end.
I sometimes (make that often) have wondered by rebranding mania. It’s expensive and it runs the risk of losing loyal customers. When a big corporation, say, Esso becomes Exxon or First National City Bank becomes Citibank, changes its name and its logo, it gets a lot attention. Perhaps that’s reason enough.
But I wonder what the point is for Wholesome Sweetener to become Wholesome! with an exclamation point at the end. It is a well-respected line of organic, fair trade and non-GMO sugars and sweeteners founded by Gale Gand, well-known pastry chef, cookbook author and Food Network personality. Still, this rebranding is relative modest, and the name doesn’t really change all that much.
I am tickled that this line of gourmet sugars, syrups, molasses, stevia and honeys is based in Sugar Land, Texas, which is what drew my attention in the first place. Actually, I answered my own question by concluding that rebranding might partially be to capture the attention of bloggers like me in addition to trade and consumer publications. New packaging with its now-punctuated logo with a heart will be introduced at a trade show next month.