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Natural Balance Pet Foods Introduces New Branding at SuperZoo


Press release: Natural Balance

Natural Balance Pet Foods, the pet specialty premium food brand, has unveiled a reimagined brand at SuperZoo 2022 extending to logos, packaging and product innovation. The leadership team at Natural Balance also recognized the opportunity to provide a marketing concept that is refreshingly innovative. This total brand revitalization reflects the return to being an independent and privately held company.

Natural Balance’s soon-to-launch advertising campaign “Made for Pets, Not People” illustrates their commitment to delivering nutritious food for pets, by making even their ads for pets, as well. This ground-breaking approach, informed by animal behaviorists and pet focus groups, is scheduled to launch in September 2022 and is being previewed at SuperZoo, Booth #6830.

“We started Natural Balance to ensure the pets we love got the nutrition they deserved backed by research and truth, not trends or hype,” said Brian Connolly, CEO of Natural Balance. “We want to connect with pet parents using an intentional, inventive approach that focuses on putting pets first. We are excited to share more in the coming weeks.”

All the refreshed elements will bring new life to the brand while reinforcing its commitment to providing limited ingredient and expertly crafted food for dogs and cats. The company’s new logo hints at the Natural Balance history, while the packaging updates have 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, including its new Natural Balance Inc. website.

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

Feeding dogs and cats since 1989, Natural Balance has remained committed to providing pets and pet parents with quality products and trusted nutrition. As the brand looks to transform its look and feel, it continues to value the importance of quality and safety across all its products.

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