DTC Podcast Episode 517: How Back to Nature Repositioned Away from “Plant-Based” to Drive Shelf Velocity

Host: Eric Dick
Guest: Andrea Ferber, Head of Marketing at Back to Nature
Release Date: June 16, 2025

Introduction

In Episode 517 of the DTC Podcast, Eric Dick engages in a comprehensive discussion with Andrea Ferber, the Head of Marketing at Back to Nature. The conversation delves into the strategic rebranding of Back to Nature from a "Plant-Based" focus to a broader "Better for You" positioning aimed at enhancing shelf velocity and driving consumer engagement.

Background and Andrea's Journey

Andrea Ferber brings a wealth of experience from her tenure at prominent food companies, including General Mills, Schwans Foods, and Jack Links. Her strategic acumen was pivotal in her transition to Back to Nature following its acquisition by Barilla in 2023.

Andrea Ferber [04:48]: "We have to stay focused on our core. We have to stay focused on what our brand stands for and solidifying that because we have so much runway by just focusing on what we have today as a brand versus getting distracted by the new."

The Need for Rebranding

When Barilla acquired Back to Nature, the brand was heavily positioned around being plant-based, a strategy initially mounted under B&G Foods in 2020. However, consumer research revealed that the "plant-based" label was not resonating as intended, often carrying negative associations and limiting the brand's appeal.

Andrea Ferber [04:24]: "Plant-based was actually a negative association. So less people would buy the brand because of that positioning. And it's really not ownable and it's not super authentic."

Recognizing the need for growth, Andrea spearheaded a rebranding initiative to reposition Back to Nature as a "Better for You" brand, focusing on simplicity, taste, and authentic ingredient transparency without abandoning the plant-based ethos entirely.

Market Insights: Cookies vs. Crackers

Andrea provided insightful analysis into the distinct dynamics of the cookie and cracker segments:

• Crackers: Facing a decline, with consumers shifting to other salty snacks. However, the "Better for You" segment within crackers, emphasizing gluten-free and alternative grains, is performing better. Brands are increasingly adopting flavor-driven, snackable formats to revive the category.

  Andrea Ferber [12:09]: "Crackers are going through a tough time. We're seeing a lot of gluten-free, a lot of alternative grains, and now more flavor-driven, taste-driven snackable formats."

• Cookies: An impulse-driven category experiencing growth, primarily through flavor innovations. Brands like Oreo exemplify the continuous introduction of new flavors to maintain consumer interest.

  Andrea Ferber [13:13]: "Cookies are more impulsive, emotionally driven. You have to constantly get on consumers' list of 'What's the new flavor?'"

Strategic Rebranding Process

The rebranding journey was intensive, involving a blend of quantitative and qualitative research, including consumer interviews and analysis of online feedback such as Amazon reviews. This comprehensive approach ground the rebranding strategy in authentic consumer insights.

Andrea Ferber [08:26]: "We went on a learning journey with consumers, identifying that the brand was not positioned in a way that could drive growth."

The new positioning centers around "Better for You," emphasizing:

1. Taste and Brand Appeal: Leading with flavorful and enjoyable products rather than solely focusing on product benefits.
2. Joy and Emotion: Infusing joy into functional categories like crackers to create emotional connections.
3. Heritage and Nostalgia: Leveraging the brand's history since the 1960s to build a distinct and authentic brand identity.

Andrea Ferber [16:07]: "Bring joy to snack time, more easygoing, laidback approach to these categories that we play in. Those are elements of the brand that we are going to hit over consumers' heads repeatedly."

Challenges and Mitigation

The rebrand posed significant challenges, notably the risk of consumer confusion and potential loss of existing customers accustomed to the old packaging and messaging.

Andrea Ferber [18:21]: "We have confusion at shelf because you used to look for the white box with the green leaf. We've tried to mitigate it by maintaining taste consistency and communicating the unchanged product quality."

To address these challenges, the marketing strategy focuses on:

• Digital and OTT Campaigns: Launching the first national campaign through Over-the-Top (OTT) platforms to build broader awareness.
• Social Influencers: Leveraging influencers to reach diverse consumer segments.
• Front-of-Pack Messaging: Highlighting "Better for You" and key ingredient benefits on the front of the packaging, while retaining plant-based attributes on the side panels.

Marketing Strategies and Campaigns

Back to Nature's marketing strategy post-rebrand emphasizes distinctiveness and memory building, drawing inspiration from Byron Sharp's "How Brands Grow."

Andrea Ferber [31:51]: "What does it take to build a brand is very different than what it takes for you to just grow your sales."

Key elements include:

• Brand Visibility: Ensuring the new packaging and branding are memorable and distinct.
• Taste Appeal: Maintaining high product quality to foster consumer loyalty.
• Heritage and Nostalgia: Utilizing the brand's long-standing history to create emotional connections.

The upcoming OTT campaign will focus on showcasing the new packaging and taste appeal without heavy storytelling, aiming to establish a strong visual identity.

Andrea Ferber [22:50]: "We are pushing harder into pack fame and brand and taste appeal. That's the direction we're going."

Measuring Success

Andrea outlined the key metrics used to evaluate the effectiveness of the rebrand:

• Shelf Velocity: Monitoring product movement on shelves to ensure continued consumer purchase.
• Reach and Frequency: Assessing the breadth and consistency of the marketing campaigns.
• Engagement Metrics: Evaluating consumer interactions and responses to marketing efforts.

Andrea Ferber [23:40]: "We are watching velocities like a hawk to make sure we're still being picked up by consumers."

Product Simplification and Innovation

Aligned with the "Simplify to Scale" philosophy, Back to Nature streamlined its portfolio from 40 SKUs across four categories to a more focused range that aligns with the new brand positioning. This consolidation ensures better resource allocation and brand consistency.

Andrea Ferber [25:38]: "We have a portfolio that we feel really good about that delivers on the taste and the better-for-you elements that we want to stand for."

While resisting the urge to chase every new trend, Back to Nature remains open to innovation that aligns with its core values.

Insights from Natural Product Expo West

Andrea shared observations from the Natural Product Expo West, highlighting the saturation of protein and fiber trends. Contrasting these with Back to Nature's approach of ingredient simplicity, she emphasized the brand's commitment to transparency and authenticity.

Andrea Ferber [28:09]: "We were among the few brands that weren't adding anything. We wanted a cracker that you can read every ingredient."

This focus differentiates Back to Nature in a crowded market, appealing to consumers seeking straightforward and trustworthy products.

Future Outlook and E-commerce

Recognizing the growing role of e-commerce, Back to Nature plans to expand its online presence, particularly on platforms like Amazon and Walmart. This strategic move aims to tap into the increasing consumer preference for online grocery shopping and enhance accessibility.

Andrea Ferber [30:01]: "E-commerce will definitely play a bigger role for us in the next couple of years."

Advice for CPG Brands

Andrea emphasized the importance of boldness and distinctiveness in branding, encouraging brands to take calculated risks to build strong memory structures and emotional connections with consumers.

Andrea Ferber [31:51]: "Don't get afraid to lean in and take the risk if you really want the growth. Focus on the long-term brand you're trying to build."

She also recommended Byron Sharp's "How Brands Grow" for its valuable insights on brand distinctiveness and memory building.

Conclusion

The rebranding of Back to Nature represents a strategic pivot towards a more inclusive and emotionally resonant brand identity. By moving beyond the narrow "plant-based" label and embracing a "Better for You" philosophy, Back to Nature aims to enhance shelf velocity, broaden its consumer base, and strengthen its position in the competitive snack market. Andrea Ferber's insights provide a valuable roadmap for CPG brands contemplating similar strategic shifts.

For more information and to explore the new Back to Nature product line, visit backtonaturefoods.com.

Notable Quotes:

• Andrea Ferber [04:24]:
  “Plant-based was actually a negative association. So less people would buy the brand because of that positioning.”

• Andrea Ferber [08:26]:
  “We went on a learning journey with consumers, identifying that the brand was not positioned in a way that could drive growth.”

• Andrea Ferber [16:07]:
  “Bring joy to snack time, more easygoing, laidback approach to these categories that we play in.”

• Andrea Ferber [31:51]:
  “Don't get afraid to lean in and take the risk if you really want the growth.”

Connect with Andrea Ferber:

• LinkedIn: Andrea Ferber

This episode was produced by DTC Newsletter and Podcast. Subscribe to their newsletter for weekly insights on direct-to-consumer e-commerce strategies.