When it comes to our little ones, we want to ensure their foods are not only healthy but delicious too. Once Upon a Farm has unveiled its first-ever brand refresh including a new visual identity, tagline and packaging. The vibrant, modern, and youthful branding highlights the nutritious, organic ingredients used in each recipe. 

The new packaging also reflects the brand’s mission and marks their evolution from baby brand to leading childhood nutrition brand. The company has also launched a new website that provides shoppers with an enhanced digital experience. Parents can easily select products from the brand’s growing line of refrigerated snacks for babies, toddlers and children. Shoppers can also customize their subscription orders and have the snacks delivered right to their doorstep.

“Our company has evolved tremendously over the past few years,” says Once Upon a Farmer’s CEO and Co-Founder John Foraker, “When we launched, we wanted to change the baby category, but we’ve seen consumer demand shift and now it’s so much bigger. We are helping lead the way for an entirely new category: all-around Fresh Snacking. We felt the time was ripe to reimagine our branding and packaging to reflect this evolution. We wanted to create smiles while showcasing the goodness of our brand – both inside the pouch and as a mission-driven company. We couldn’t be more excited to share it with our consumers.”

The new packaging highlights the brand’s USDA certified organic and Non-GMO Project verified ingredients, no sugar added feature and cold-pressure protection promise that locks in the nutrients, taste and texture of ingredients used in each recipe. The new tagline “A Better Story Starts Here” not only speaks to the positive aspects of loving nutritious food from an early age but includes their partnership with Save the Children. 

Updated artwork features farm illustrations including fresh fruits and vegetables and animal characters which help bring the brand story to life. The new Farmer Jen character is modeled after Co-founder and Chief Brand Officer Jennifer Garner.

“As a company, Once Upon A Farm has always strived to tell a better story through our mission: provide healthy, nutritious snacks to kids of all ages. Our little brand has grown so much over the past few years, and we know we have our consumers to thank for sharing our vision,” said Chief Brand Officer, Jennifer Garner. “As Co-Founder (shout out to my fellow founder farmers Cassandra, Ari, and John), I am thrilled to share our brand refresh, made—along with everything we do—with your kids in mind. We hope little ones have a blast engaging with our new farm characters and, of course, Farmer Jen, as her story unfolds. Bringing Farmer Jen and her buddies to life has been so much fun for all of us. She will be telling all kinds of tales celebrating farm life and healthy eating. The more you get to know her the more we hope you will agree with our new tag line: A Better Story Starts Here.”