Biona Organic, one of the UK’s leading organic food and drink companies, has revealed their first rebrand in over 10 years, taking inspiration from nature to reflect their long-standing commitment to sustainably sourced, organic food.

The premium new look includes the introduction of vibrant illustrations that amplify nature, provenance and the sense of taste at the heart of each product. The iconic logo has been refreshed with a new gold, textured look, reflecting the high quality customers have come to expect from Biona.

The new packaging will be rolled out across their range of over 400 organic products, with a vision to highlight nature’s diversity; celebrating the abundance, positivity and versatility of organic produce and farming.

“Our new branding for Biona brings a fresh look and we’re confident it will stand out on shelves. It speaks to younger, eco-conscious shoppers whilst maintaining the loyalty of our existing customers and it reflects our core values of high quality, pure, organic food.” Says Biona co-founder & Sales Director Donata Berger.

Brand Manager, Kelly Stalker, highlights the crucial role sustainability has played in the company’s rebrand project.

‘Our range is already 95% recyclable, but we’re always seeking innovative ways to do better for our planet. We saw the rebrand as an opportunity to be more sustainable, making the switch from plastic to paper packaging for some of our best-selling ranges.’

Biona’s new multi-pack tinned tomatoes, beans and coconut milk come in a recyclable cardboard sleeve, rather than plastic wrap, and their range of rice and spelt pastas will soon be available in plastic-free paper bags.

We’ve seen a really positive response to the new look. 85% of our customers prefer our new packaging to the old, with 98% giving it a 4- or 5-star rating.’ Stalker continues.

Look out for the new white Biona packaging at Waitrose, Ocado, Wholefoods Market, Asda and other leading retailers.

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