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Same Superfoods, New Super Look: The Story of a Re-brand

Our superfoods are nourishing and healing, energizing and wholesome. They are foods that help you thrive. We felt it was time to change our outsides to better match our insides. It’s been almost 15 years since we’ve had a packaging update! You know what was popular 15 years ago? Austin Powers, Pokemon, the Backstreet Boys. Organic foods were on the rise, but not as ever present as they are now. People were just starting to talk about genetic modification of foods.

We wanted our updated look to feel fresh, healthy and vital. We haven’t changed a thing about what’s inside the packaging! We’re as healthy and wholesome and natural as ever. We’re still organic, Non-GMO and committed to sustainability.

Without further ado, here’s a look at the new look.


Our New Look, coming early 2014!


The old look

The Story of a Re-brand

We’re inspired by the raw, natural beauty of our superfoods. Coconut, chia, hemp, and red palm are stunning plants that capture our imagination. We wanted to convey their essence somehow, so we decided to paint them. We explored on the canvas what they made us feel like.

Here’s what that looks like….


Step 1: Actual watercolor paintings inspired by the beauty of the chia plant

Final watercolor BUILD June10

Step 2: Clipping out our favorite parts to create a graphical representation of the chia plant


Step 3: Refining our rough edges.. and voila!

We hope you love our new packaging as much as we do. We’d love to hear what you think. And, as always, thank you for supporting us as we grow. Together, we can revolutionize the way the world eats.


  1. Love the new look, very updated!

  2. wow…how fun! love the new look & upbeat style…the art of living & sharing & celebrating…and painting the role of superfoods in americans meals and snacks…happy packaging all around…love that synergy….tho i do covet my current packaging & the adventure shared these last 15 years:) so i’ll appreciate, enjoy and say goodbye to all my stock on hand, and welcome new orders as they arrive this year….it will feel like the magic and wonder of Christmas…we know it’s coming…and I love surprises…beautiful…Team Nutiva rocks!

  3. I really hope that you have not decided to take away the 78 oz. coconut oil. I have been buying that for 2 years now because of the fair price. I see that your prices are changing as well. Can anyone tell me if you are taking away the 78 oz container, and if not, are you changing the MSRP? I just love this oil, but will have to find another source if this gets unreasonable. Thanks!

    • Hi EJ – Thanks for reaching out. We’re happy you love our coconut oil. That size (78oz.) is specific to certain retailers. We’ve never carried it in our online store. Additionally, retailers in various regions set their own prices, so it’s hard to say whether the price has gone up at your local store or not. If you want to order online and get a great price, we suggest the case discount or the 1 gallon container. Thanks!

  4. Fresh and lovely describes your eye-catching new packaging and labeling.
    Congratulations and best wishes going forward!

  5. Your new labels are beautiful!

    Very modern and attractive, I think you will sell more products with these labels.

    What a difference !

  6. What a fresh, simple clean look that captures everything Nutiva… <3

  7. Congratulations on your distinct, new look.

    Can’t wait to see it pop off the shelves!

  8. Is there a difference of coconut oil ? because the old one said its extra virgin the new one said it’s just virgin.

    • The Nutiva Team says:

      Hi Melissa,
      There is currently no convention for measuring or quantifying “Extra Virgin” for coconut oil so we decided to stick with “Virgin” when we designed our new packaging. This reduces confusion in the marketplace.

      It’s the same great coconut oil that you’ve always loved. Thanks a lot for reaching out!

  9. Will the new plastic packaging be BPA free because I just purchased your wonderful cacao nibs and just took notice that package was labeled as recycle #7 (BPA).

    • I am so sorry and take back my comment- I actually misread the Label and had purchased a different manufacture’s product with a similar name- I am sure that your products are packaged in a more responsible package. I will definitely look into purchasing your products- I have heard only good things about Nutiva.

    • The Nutiva Team says:

      Hi Tina – The plastic containers for our coconut oil, hemp oil and hemp protein are BPA-free. We do offer several of our products in glass containers. However, we don’t make cacao nibs. Perhaps you’ve confused us with someone else?

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