Whole Foods unveils ‘Home Ec 365’ as it rolls out ‘whimsical’ new look for private label range
Virtual classes – in which ‘expert influencers’ such as ‘the grocery store guy’ Bobby Parrish utilize products from the 365 range – cover a variety of topics from “creative baking swaps and transforming food scraps to stocking up on grocery staples and choosing the right cleaning products.”
The first 2,500 customers to enroll will get coupons for products in the 365 range, which has been overhauled this year with a new design “that brings a whimsical personality and clean, colorful aesthetic,” said the company.
“We began to roll out the new look earlier this year,” a spokesperson told FoodNavigator-USA, “and the new brand design will continue to be unveiled through the end of the year, as additional SKUs are updated. Currently, about 1,000 365 by Whole Foods Market products [out of a total of 2,600] have launched in the new brand design, with more launching every week.”
Launched in 1997, the 365 range has become an increasingly important part of the product range at Whole Foods, which launched 12 stores under a separate 365 banner starting in mid-2016, but announced plans to convert them back to Whole Foods stores in early 2019.
