Against All Odds: Small, All-Natural Soap & Toothpaste Company Changes Name to Grow Brand

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At the risk of losing momentum in a brand-loyal consumer marketplace and troubled economy, small company undergoes an extreme makeover.

This change was necessary to secure the future of our company

A Chicago-based, all-natural soap and toothpaste company, has changed its name to Sunrise Natural Products. The name change comes as the small, African-American owned firm aims to build a stronger brand, expand its consumer base and increase its presence within major retail stores across the country.

Although most companies would be reluctant to undergo a complete re-branding -- especially during a shaky economy where people are more likely to stick to brands they recognize -- Henry Stewart, the company's President and CEO did not hesitate. "This change was necessary to secure the future of our company," he said. "We decided that renaming the company Sunrise Natural Products would help us better appeal to the die-hard, 'all-natural' consumers within this highly-competitive market. The new name also helps us build better brand awareness as more people become environmentally conscious," Stewart added.

Formerly known as Minar Products, Sunrise Natural Products was founded in 2001 by a local business man who eventually sold the company to Stewart and his two former business partners. In 2005, Stewart bought out his partners and set off on a mission to grow the company into a nationally recognized name brand. After meeting with top advisors from Safeway (a major supermarket chain) and hosting focus groups, Stewart and his team made the decision to give the company and its products an extreme makeover. "I am extremely grateful to the team at Safeway for helping to make this transition and rebranding effort a smooth one," he said.

Even though the name and packaging has changed, Stewart assures current customers that the product is still the same. "Over the years, our customers have come to appreciate not only our low price point but also that our soap and toothpaste are made without animal testing and without harsh chemicals like alcohol, saccharine and sugar."

Sunrise Natural Products are available throughout Chicagoland at Walgreens, Jewel-Osco, Health Food Stores and online at and Sunrise Natural Products will soon be available at Safeway stores across the country.

For more information about Sunrise Natural Products, LLC, contact Henry Stewart at 312-456-2757 or visit:


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Monique Caradine

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