Wild Oats helped define the natural foods movement of the ’90s, championing accessible organic products before they were mainstream. After being acquired by a major competitor, the brand disappeared until KeHe purchased the IP.
Their challenge to us? Revive its legacy within today’s food system, one that has grown more industrialized, inequitable, and opaque. Conversations with past employees revealed a powerful truth: if the brand’s leaders were here today, they’d be furious about what has happened to the food system they fought to change. Inspired by that realization, we rebuilt Wild Oats as a modern food revolutionary, one that’s always been mad about food and is now stinkin’ MAD about food (and what’s happened to it). Values shared by our consumers.
Its identity, voice, and product strategy channel that fire. Wild Oats returns, leading with regenerative organic products, a raging-red identity, and a mission to bring meaningful change to every aisle. The packaging embodies the positioning with its bold design. When competitors in the natural foods space are going green, tan, natural, and quiet, Wild Oats rages from the shelves. As the brand expands into different product categories, that red will become a beacon throughout the store for shoppers to choose regenerative organic products, the new standard in today’s natural foods movement.
