Vermont Nut Free's repackaged products
The newly packaged products include:
mini chocolate bars (3SKU’s: retail $9.75)
Skippers (2 SKU’s: retail $6.25)
All products will be available at retailers and wholesalers across the US in August 2016.
Repackaging, not rebranding
The new packaging speaks to the company’s core value: Making nut-free products, according to Vermont Nut Free’ CEO and founder, Mark Elvidge. He said he founded the company in 1998 in response to his son developing a life-threatening peanut allergy.
“There was a real void in the market place for safe treats for those living with life-threatening peanut and tree nut allergies,” he said.
Vermont Nut Free spent around $30,000 on packaging revamp.
“We started out primarily as a web based mail order direct to consumer company, but have steadily increased our presence in retail stores over the years,” Elvidge said. “It was time for an upgrade and to provide a new look on the store shelves to enhance our brand image. This is a packaging upgrade as opposed to rebranding the company.”
Targeting 22% growth
Vermont Nut Free has been averaging year-over-year growth of 10% in the past few years. This year, the company targets 22% growth.
Elvidge said his products have a much larger market than the 1% of the US population with peanut allergies.
“There are people who don’t have an allergy, but simply enjoy premium quality chocolates.”
“We also plan on increasing direct wholesale accounts as well as adding some additional distributors. We are also currently building a new website that will increase that channel significantly,” he added.
Vermont Nut Free has been performing well in the peanut-free sector, and currently has no plan to expand to other free-from categories, according to Elvidge.