Overview: Natural Quick Foods thought a packaging face-lift for their vegetarian pocket sandwiches would boost their brand. Research revealed a larger challenge.

Challenge: Amy’s was the decisive leader in the frozen pocket foods category. Introducing a new pocket food with the same proposition seemed a lofty goal. Additionally, one taster described the current offering as “grains wrapped in grains,” leaving little room to compete on taste.

Solution: To leapfrog Amy’s, Pure Branding facilitated new sourcing to help Natural Quick Foods achieve 95% organic certification. To compete on flavor, we engaged a celebrity chef and food technologists to develop delicious new formulations The new products also received Whole Grain Certification—a first of its kind for pocket sandwiches.

With the revamped offering, Pure Branding set about the task of creating a brand that would attract the frozen-food shopper: A brand that feels like you should know who they are; a brand you can feel comfortable with; a brand that can go anywhere. The line was dubbed “Utopia”—an ownable name with a familiar mark that would allow growth and expansion beyond the pocket sandwich. Welcome to Utopia.