Dairy brand Rachel's is relaunching its packaging but has said that reports indicating it is dropping the word "organic" from its products are untrue. Rachel's said that its products continued to be made from organically sourced milk and that the word "organic" would continue to appear on its packaging.
The company has certification from the Soil Association.
The new product identity simplifies the brand's logo to "Rachel's", with a design based on the signature of founder Rachel Rowlands.
It is the third product identity for the brand. It launched as 'Rachel's Dairy', which continues to be the name of the company, and then became 'Rachel's Organic' in 1997 -- until now.
The look has been created by FBA, which has worked with Rachel's for 20 years.
Reports in the media had suggested that the company was dropping "organic" because in these recession-hit times consumers perceive organic brands to be more expensive.
However, the word will continue to appear on packs and the company said that sales this year were up by 18.3%, as reported by Nielsen Data.
Steve Clarke, marketing director, said: "We have been astonished by the attention this small logo change has attracted.
"This sort of reaction is usually reserved for the likes of giants such as Cadbury's or Kellogg's, so I guess we are in good company and therefore very flattered by the attention -- but we do prefer it to be factually correct."
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