The history and discussion around Wild Oats as an early activist
in bringing healthy affordable food to the masses inspired one big realization: if the leaders of that brand were around today, they would be really angry about what has happened to their dream because the current food system is utterly broken.
So we created a new Wild Oats brand, one that honors that original spirit by reflecting that anger. Today’s Wild Oats isn't just about selling healthy food; it's about leading a food revolution based on the original brand’s beliefs reimagined for today’s culture, category,
and consumers.
The new brand not only comes through in the brand identity and communications, it informs the product strategy, upping the ante on its legacy of organic by aiming to bring regenerative organic products (today’s leading standard) to every aisle across the grocery store (where it will boldly shout from the shelf in its new raging red).
