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Natural Balance Introduces New Brand at Global Pet Expo

The new logo hints at the Natural Balance history, while the packaging has a renewed focus on the ingredient story.




(PRESS RELEASE) SAN DIEGO, CA – Natural Balance Pet Foods, Inc. (Natural Balance), the pet specialty premium food brand announced it will unveil a reimagined brand extending to new logo, packaging, products, and innovation. The veteran pet industry team at Natural Balance has reinforced its commitment to providing limited ingredient and expertly crafted pet food products beloved by pet lovers worldwide. New branding will debut exclusively at this year’s Global Pet Expo.

The brand leadership team at Natural Balance recognized the opportunity to provide an energizing and more modern appearance that aims to bring new life to the brand and reflect the company’s return to being an independent and privately held company. With a focus on pet food safety and quality assurance, the company’s nutrition specialists have been diligently focusing on the Natural Balance commitment to the pet specialty channel.

“We did not start Natural Balance just to make great pet food,” said Brian Connolly, CEO of Natural Balance. “We wanted to challenge the status quo with an intentional, inventive approach focused on improving the health and well-being of pets through functional nutrition with a sense of invigoration and energy, both of which are equally instrumental to our growth.”

The new logo hints at the Natural Balance history, while the packaging has a renewed focus on the ingredient story. With clean imagery and simple communication, the fresh look is lively, more modern, and approachable. The company is updating graphics across all touchpoints and products.

“Over the course of the next few years, Natural Balance will tackle a massive creative renovation, bringing new life to all its products with refreshed graphics, new formulas, and an emphasis on connecting with consumers in new ways,” said John Sturm, chief revenue officer of Natural Balance.

As Natural Balance looks to transform its look and feel, the brand continues to value the importance of not only maintaining but continuing to grow the focus on the quality and safety of its pet food products.




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