Naturals player changes name to develop brand
The company says that despite the fact the change is taking place during a ‘shaky’ economic period, it was crucial in order to attract consumers who will stick to a brand that they know and recognize.
The company executives held countless focus meetings and met with advisors from supermarket chain Safeway, before the decision was made to embark on the ‘extreme make-over’.
Necessary for the future
“This change was necessary to secure the future of our company,” said Henry Stewart, Minar Products president and CEO
“We decided that renaming the company Sunrise Natural Products would help us better appeal to the die-hard, ‘all-natural’ consumers within this highly competitive market.
“The new name also helps us building better brand awareness as more people become environmentally conscious,” Stewart added.
The move demonstrates how consumer perception and image play a crucial part in the success of a company, underlined by the fact that this is a brave step to make during such uncertain times for the personal care industry
Image crucial in naturals segment
But it also serves to underline how these factors are even more important in the naturals personal care category, where conveying the fact that products are a part of this category is crucial if companies want to tap into fast-paced growth.
The name spells a complete re-branding and image make-over for the company, which has been extended to the labeling and packaging for the company’s product line.
The line, which is available nationally through Safeway supermarket chain, as well as select Walgreens, Jewel-Osco, Health Food Stores and online.
It was first launched in 2001 by Stewart, who bought out his partners in 2005 and set out to develop the brand nationally through a series of distribution agreements.
