The spices, seasonings, extracts and condiments produced by Richmond-based global food manufacturer Sauer Brands Inc. has a new look.

But while the bottles and packages have been updated with a different design—including a new logo, larger lettering and green bottle caps—the company says its products have not changed.

“It’s more shop-able and fresher and appealing to a broader audience. Consumer feedback shows that a younger audience finds it appealing,” Sauer Brands spokeswoman Erin Hatcher said. “But it is the same great quality and sourcing and flavor that we are known for. None of that is changing.”

The rebrand includes all 175 products that the company makes. New labels on spice jars with green bottle caps are starting to appear in grocery stores now. The new look for seasoning mixes and packets will roll out in early 2020.

The rebrand design was handled by Richmond-based advertising and marketing agency Elevation, which began working on the project about two years ago to improve Sauer’s shelf appeal in grocery stores.

—Richmond Times–Dispatch

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