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Hyland’s to focus on VMS

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LOS ANGELES — Hyland’s Naturals Friday unveiled a new brand campaign, including a new identity, logo, website and national media launch reflecting the growth of the company’s consumer health products portfolio and a redefined strategy focused on the vitamins, minerals and supplements category. The new look and feel represents a commitment to innovation and the company’s purpose of keeping families healthy.

For almost 120 years, Hyland’s has been focused on providing leading consumer health products in the pediatric and general wellness categories, and will now be expanding into the women’s health and pet categories. Consistent with meeting the needs of its customers and retailers, the company will be launching over 20 new natural wellness products this coming year to address the growing demand for high-quality natural and effective health products.

Will Righeimer

“While our business has transformed and grown dramatically over the past several years, it became clear that our customer needs were changing and we have not evolved at the same pace; we needed to accelerate our innovation platform to meet their needs,” said CEO Will Righeimer. “The rebranding of Hyland’s Naturals reflects a change both inside the company and out, with a strategy focused on innovation and expanding our consumer health category leadership while building upon our rich history and significant brand awareness.”

Righeimer joined Hyland’s in March. He previously served as president and Global GM at Mars Inc. overseeing the global health and wellness division.

At the core of the Hyland’s business is the mission to create natural wellness products that empower people and pets to live healthier and happier lives. The new brand identity and product innovation roadmap will be unveiled at the Houlihan Lokey Consumer, Food and Retail Conference in New York where Hyland’s was invited as one of the presenting companies.

The brand evolution includes:

  • New logo: As the most recognized aspect of a company and a symbol of the people and brand, the new logo was developed to represent the new era of Hyland’s – its modern outlook, focus on natural wellness, and always family friendly. The new modern typography of the Hyland’s Naturals logo signifies the company’s clean approach to all its products. At the same time, to honor its past, the company kept the leaf iconography with its modern two-tone twist to represent its commitment to natural solutions. The subtle integrated curves on the typography are also a call back to the company’s softer logomarks to ensure the logomark remains friendly and approachable.
  • New brand colors: Both colors of the logo, and the whole look of Hyland’s product line, rely on clean, crisp colors, from the clean white backgrounds to the rich blue and bright green. Specifically, the rich royal blue was brought forward from the previous logomark as the primary brand color, representing wisdom, trustworthiness, and a continued tie to its past. The hint of bright crisp green was also kept as the secondary brand color representing our commitment to natural and clean solutions. Together, these colors honor the past while signifying a bright, modern future.
  • New brand purpose statement: The employees of Hyland’s believe that when people are at their healthiest, they feel like they can take on the world. The company’s purpose is to help families – from the youngest to the oldest, pets included – feel their best, with a broad portfolio of dietary supplements and products. The company chooses only the highest quality natural or organic ingredients, never anything artificial.

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