BAKERSFIELD, CALIF. — Bolthouse Fresh Foods has introduced a fresh new logo and packaging.

The company’s new ‘Modern Roots’ campaign celebrates its century-long heritage growing carrots in North America with a modern, vibrant design, the company said.

“Bolthouse Fresh Foods is committed to enhancing the health and well-being of our consumers by offering high-quality, nutrient-rich fresh products that excel in today’s ever-evolving market,” said Timothy Escamilla, CEO of Bolthouse Fresh Foods.

The new packaging for the company’s consumer-facing portfolio of fresh carrots and on-the-go snack products, under the new Bolthouse Fresh brand, will be in retail stores in the fall.

"Bolthouse Fresh Foods is proud of our focus on fresh produce and natural ingredients, prioritizing best-in-class agriculture practices to ensure the best quality carrots,” Escamilla said. “Bolthouse Fresh Foods is taking every opportunity to reinforce our position as a category leader, and our vibrant brand look mirrors the energy our team brings to each partner and customer relationship. Our goal is to reinvigorate the produce aisle to meet the demands of today’s consumers while building a connection with the next generation. In-store, consumers will find it much easier to gain inspiration across our extensive Bolthouse Fresh conventional, organic, and value-added fresh carrot varieties."

The new logo and branding were designed by FreshMade, Bolthouse Fresh Foods’ partner.

“The new packaging across the fresh carrot portfolio is designed to engage consumers with eye-catching colors that highlight usage occasions,” said Karen White, vice president of marketing at Bolthouse Fresh Foods.  “It was crucial that our branding ignite excitement for all shoppers, and this design has achieved just that. Months of consumer research, testing, and creative exploration brought us to the new brand and package designs.”

The new branding will fully launch at the National Association of Convenience Stores Trade Show Oct. 8-10 in Las Vegas and the International Fresh Produce Association’s Global Produce and Floral Show Oct. 17-19 in Atlanta.