ProYo Rebrands as Swell, The Next Wave of Ice Cream, to Better Connect with Ice Cream Shoppers Who Want More from Every Delicious Bite

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Premium design captures company’s mission to inspire people to do more of the things they love through the joy of a better-for-you ice cream that delivers bang for your bite nutrition

Swell, The Next Wave of Ice Cream

The new Swell, The Next Wave of Ice Cream, name and our premium design not only allow us to better target shoppers of the better-for-you ice cream category, but also expand into exciting new categories in the future.

ProYo, the innovative company known for delivering category-leading levels of protein in the frozen aisle, today announced a new brand identity and packaging for its high-protein, low-fat ice creams, Swell, The Next Wave of Ice Cream. The introduction of the new Swell brand follows in-depth consumer insights work that revealed an opportunity to optimize the brand name and packaging to better resonate with frequent shoppers of the premium, better-for-you ice cream category, as well as position the company for future expansion into new categories. Along with the new brand identity and packaging, the company also announced it has launched two new ice cream flavors to meet consumer demand for indulgent flavors with crunchy inclusions - Cookies ‘n Cream and Chocolate Chip Cookie Batter. The new brand identity, packaging and flavors were unveiled at Natural Products Expo West in Anaheim, Calif., earlier this month, and are expected to hit retail shelves by May 2018.

“Our mission is to inspire our customers with the best-tasting, ‘better-for-you’ ice cream that delivers bang for your bite nutrition, including the highest level of protein per serving in our category, and without the sacrifice on texture or clean ingredients,” said Nathan Carey, founder of Swell. “The new Swell name and our premium design not only allow us to better target shoppers of our category, but also expand into exciting new categories in the future.”

The Better For You 14oz-16oz Ice Cream segment experienced exciting +25.3% growth in the latest 52 weeks.* With leading ice cream brands launching new better-for-you options, and existing premium ice creams and better-for-you brands releasing new formats and flavors, the ProYo team realized an opportunity to optimize its name and packaging to better resonate with frequent shoppers of the category. Specifically, two things were keeping the brand from best connecting to frequent category shoppers: the ProYo name and packaging. Some consumers were confused by the name ProYo, wondering if it was ice cream, frozen yogurt or a novelty. Others felt that the bold, black packaging, and oversized protein callout on the front of the package resonated predominantly with men and those seeking high protein options after a workout. The new name and packaging design better communicate the product attributes and benefits of Swell Ice Cream that drive purchase decisions in the category, including taste, clean, premium ingredients, and a competitive nutritional profile.

The new package features a clean, premium oceanic blue package that will pop on shelf next to the competition with key points of differentiation like high protein, lower sugar and 120-calories per serving sleekly noted in a way that will resonate with both female and male buyers, as well as those looking for a better option for their family. Additionally, to meet demands for delicious and indulgent flavors and extremely creamy texture, each flavor is communicated with a photographed, single delectable scoop and color-blocked, front-of-pack flavor names and lids. In a category not used to visually sharing what’s inside the pint, this will strongly set Swell Ice Cream apart.

Product Formulation and NEW Flavors
The ingredients and formulations of the ice creams will not change with the new Swell Ice Cream name and packaging. Swell Ice Cream (MSRP $4.99 / 14oz container) is not only low-fat (2.5g or less per ½ cup serving), it also delivers a market-leading, excellent source of 10g of protein per 120-calorie serving (35g protein / 14oz container). Additionally, all Swell Ice Creams are also soy free, certified gluten free, certified OU-D Kosher and Low Glycemic. With the rebrand, the company will carry over all but one of its existing flavors, including the most recently launched Peanut Butter Chocolate Chip and Salted Caramel Crunch. The company is also excited to launch two NEW flavors that meet consumer demands for higher levels of inclusions and crunch - Chocolate Chip Cookie Batter and Cookies ‘n Cream.

Distribution
The new flavors and packaging will start to hit shelves across the U.S. in May 2018 at existing and new retail locations, including all Kroger divisions and Publix. The company is working closely with retailers to make this as smooth a transition as possible, and will communicate the transformation to consumers through in-store education, where permissible, and a targeted digital media and influencer strategy.

ABOUT SWELL
Swell, based in Santa Barbara, Calif., was founded on the belief that healthy living is a foundation for a fun and rewarding lifestyle. Every product we create is built to inspire and power people to dig into life and do more every day. Swell, The Next Wave of Ice Cream, is our first product innovation and delivers amazing taste with bang for your bite nutrition, including category-leading levels of protein, and low levels of fat, calories and sugar. Swell products are non-GMO, low glycemic, certified gluten-free, OU-D Kosher, and are free from artificial colors and stabilizers. Enjoy Swell products throughout your day on-the-go, as a smoothie base, post workout fuel or satisfying dessert. Visit swellfoods.com to learn more about our products and find stores near you, and connect with @Swell.Foods on Facebook and Instagram, and @SwellIceCream on Twitter, for daily inspiration and recipe ideas.

*Source: SPINSscan HWI, Total US, 52we 1/28/18 v YA, FZ Ice Cream and FZ Plant Based Ice Cream/14oz-16oz

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