Rebranding baby food with Goodness Gracious Foods

Toast recently collaborated with Goodness Gracious Foods to complete a total rebranding of their range of baby foods.

The branding team at Toast win opportunities to work on a wide variety of projects and were excited when Goodness Gracious Foods approached us to work on a rebranding project in a new and exciting sector

As we started speaking to Katherine at Goodness Gracious Foods, it was very clear early on that this was a client who clearly knew her stuff and was very passionate and knowledgeable about nutrition for our babies. Her brand and its product range were ready for a rebrand to help her get her message and knowledge out there into the marketplace and this will be for the benefit of everyone!

We listened and began researching the current marketplace. Sales in the baby food sector are now approaching £700m annually, and the baby food aisle in most supermarkets is made up of three or four well-known brands, with some notable new ones starting to appear on the shelves. Most of them are brightly coloured and tend to speak down to parents, but why? Parents are looking for information they can trust and quality products to give to their children. We discovered that many of the products to choose from fail to give them concise information, often opting for language that is aimed at toddlers. If these products are mainly purchased by parents, why the dumbing down?

So together with Katherine and her team, we set about to create a brand of authority, one that speaks clearly and honestly to parents, not toddlers! We looked to create a brand that was clean and concise, and communicate that it’s a quality product that is good for your little ones. We wanted to convey the passion and knowledge that Katherine and her team have put into their range.

Through the design process that we follow for all projects, we created a brand that looks very different to others in the marketplace. We wanted customers to know that the product is created by someone who knows what they’re talking about and doesn’t need to hide behind bright colours and ‘fun’ baby language. The brand design communicates to parents that are concerned about goodness in a transparent manner – the ingredients in each product blend are there for a beneficial reason, not just to taste good or mask the flavour of something else!

So the next time you’re in the baby food aisle, have a look around and you’ll be amazed by the rainbow of colours, but we hope that very soon, sitting right in the middle of this rainbow will be the clean, pure pouches of Goodness Gracious Foods, giving parents the right choice.


The Toast team has a wealth of experience in the design of food brands, both start-ups and grown up brands. Wherever you are on your journey from concept to shelf, Toast can help you.

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