The chain’s products will have a name change and a new visual packaging identity
Mundo Verde announced the rebranding of its own brands Elixir, Mundo Verde Seleção and Aloha, which will bear the name of the Mundo Verde chain. In addition to the name change, the portfolio will also feature a new visual identity for the packaging, highlighting the product’s differences and encouraging correct disposal through the Lupinha project.
The Mundo Verde network is part of the Lupinha project, created by the Brazilian Packaging Association (ABRE), in which consumers can access a QR Code on the back of new product packaging, to raise awareness about correct packaging disposal.
In the network, the private label has grown 15% in recent years within the company’s revenue and currently includes more than 100 items divided into seven categories: food, drinks, well-being, teas, sweets and desserts, sports nutrition and dietary supplements .
“The change in the private label is the result of research carried out with consumers across the country to understand the perception of the Mundo Verde brand”, says Ana Paula Seixas, CEO of Mundo Verde.
