37th Annual Marketing Excellence Award Winner: Bolthouse Fresh Foods
August 12, 2025 | 1 min to read
In October 2024, Bolthouse Fresh Foods launched a vibrant rebrand, Bolthouse Fresh, featuring modern packaging that reinvents the carrot category with clear occasion-based cues and QR codes for digital engagement. Their campaign, “Modern Roots,” celebrated a century of carrot farming. By 2025, the brand was recognized as one of Fast Company’s Top 10 Most Innovative Companies, crediting the rebrand for a notable sales increase of over 20% in premium carrots due to intentional design and consumer focus.

PROMOTION
Bolthouse Fresh Rebrands: Elevating Carrots for the Modern Consumer and Modern Roots
STRATEGY
In October 2024, Bolthouse Fresh Foods launched its new brand, Bolthouse Fresh, alongside a bold packaging refresh designed to modernize the carrot category and reimagine how consumers interact with fresh produce. The launch introduced a vibrant, color-forward packaging system with clear occasion-based cues. Each pack featured simple icons, usage suggestions and QR codes that connected shoppers to seasonal digital content, recipe inspiration, and tips for maximizing freshness at home. In August 2024, Bolthouse also unveiled a rebranding campaign, “Modern Roots,” a celebration of its century-long carrot farming legacy.
RESULTS
In 2025, Bolthouse Fresh Foods was named one of Fast Company’s Top 10 Most Innovative Companies in North America, praised for disruptive packaging, consumer-driven innovation and digital engagement. The packaging also earned honors in Graphic Design USA’s 61st annual awards. The results weren’t just symbolic. In a post-rebrand internal study, one national retail partner experienced a sales lift of over 20% in its premium carrot segment. The Modern Roots rebrand was successful because it was built with intention, collaboration, and an understanding of the retail landscape and consumer expectations.
32 of 33 article in Produce Business August 2025