A Big Change Is Coming...

A Big Change Is Coming...

We’re humbled (and thrilled!) to share that Ground Up is celebrating its NINTH birthday this month – and yes, that means our annual birthday sale is right around the corner, so stay tuned!

 

But this birthday isn’t just about celebrating how far we’ve come – it’s about what comes next. And we’ve got some very exciting news…

 

We’re getting a makeover!

 

Don’t worry—our products, mission-oriented business model, and commitment to high quality, clean ingredient products won’t be changing—but in just a few weeks, you’ll start to see brand new labels on our jars!

 

When Julie and I officially launched Ground Up in 2016, we started with a couple of small food processors in our home kitchen, making nut butters and drafting business plans in between our 9-5 jobs. Resources were limited, so we were as scrappy as could be: Julie hustled on the sales side of things, while I did all of our marketing and product development. (In fact, the current labels are a product of my limited design skills, and the ‘font’ on the front of the jar is actually just my handwriting...)

 

 

 

Since then, so much has changed. We’ve employed over 90 women through our job training program and have expanded into 1,300 retailers nationwide – but one thing never caught up: our labels.


We knew our packaging could do a better job reflecting who Ground Up is today: a space of joy, positivity and empowerment for our team and community—with the mission at the forefront. We also hoped that a refresh could help us stand out more on grocery shelves (It’s a competitive landscape out there!), and so we set out to create labels that not only reflect the joy, positivity, and empowerment of our team that define Ground Up, but also place our mission front and center. Because the heart of Ground Up has always been our goal to empower women overcoming adversity — and it’s time our jars told that story loud and clear.
 

Our rebrand is about more than just a new look—it’s about bringing this mission to the forefront and recommitting to the women behind each jar. Every jar you receive has been crafted and cared for by numerous women on our team who are building confidence and independence while participating in our job training program. As we continue to grow, we have big plans to employ more women and offer additional support and resources! From the words on the jar to the hands that made it, our commitment to spreading the good and creating opportunity shines through every part of our brand.

We’re not your average nut butter company, and it’s about time our packaging reflects that.

 

 

All that being said, we’re still a small business rooted in sustainability and purpose – and because of that, we’re not in the market to waste labels – so the transition from our current labels to the new ones might be a bit clunky. Please bear with us! We’ll be slowly transitioning over to the new labels over the next few months across our grocery stores, boutiques and online. In fact, you might spot some early if you head to a Sprouts store near you! (YEP, we just launched Sprouts NATIONWIDE!!)

 

We’ve been working on this project behind-the-scenes for the past 15 months, and we can’t wait to share the full rebrand with you in JUST A FEW WEEKS! We hope you love it as much as we do!

 

Xo,

Caro and Julie

 

 

Swipe to see the evolution of the jars you've come to know and love + get a sneak peak at our BRAND NEW LABELS - launching May 2025!

Be sure to stay up to date on all things Ground Up by following us Instagram and joining our newsletter + SMS fam to be the first to know about new flavor launches, sales + more!

 

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Comments

Ann — 1 day ago

Keep the old labels! The new ones look commercialized and juvenile in an unflattering way. (Sorry!)

Noreen — 2 days ago

I honestly love your original design ! Have been a fan from day 1 . Hope this doesn’t bring up the price and plz bring Baklava and waffle cone back ❤️❤️❤️❤️ Love your butters and what you stand for !

Christiane — 2 days ago

No, stick with the original

Christiane — 2 days ago

No, keep the original.

Alivia Williams — 2 days ago

Ya’ll pour your heart and soul into your product, and we can taste the love behind it. Labels are just that — labels — who are we to judge!! You do you!

Erin — 2 days ago

Products are wonderful. Mission is wonderful. I think the new labels are awful; they don’t do the product justice. It won’t affect my purchasing though. It may have if I was a first time buyer though, to be honest. They just don’t speak to the higher-end quality or artisan nature of the product.

ROBERT — 2 days ago

I can see that you would want to make the existing labels more enticing, but the new ones are not there for me. I wish that the new marketing would sound GROWN UP, not just ground up. Did you do some label testing with your fan base and focus groups? And some of the recipes are too child friendly generally with lots of sweeteners and coconut oil.

Angela G — 2 days ago

Uhh, no!

Jackie — 2 days ago

Congratulations on your success ! I like the current labels better. Either way, the nut butter, I am sure, will still be delicious !

Paul — 2 days ago

Not a fan of the new look. You have gone from classic to cartoonish. Why fix what was not broken? We use your product almost everyday and for the most part it is top notch.

Paige — 2 days ago

I love the new labels! Full of joy – “uplifting women” on the label is a good. I see lots of mixed nut butters out there these days. So, making yours stand out as mission-driven is important. And I’ll keep eating your yummy flavors, no matter the label!

Heather — 2 days ago

Congratulations on 9 years! I love the colorful happy new labels! Keep spreading good, we love your butters and your mission! (P.S. – Bring back pistachio for the celebration, please!)

Devon Allocco — 2 days ago

I have to agree – the old labels are simple, classic and timeless!

Bri — 2 days ago

omg you guys so cute! way to embrace the evolution of the brand, your joy, and combine it all in a bright new look. I see in the comments change is really hard for some people LOL way to do hard things and blow this rebrand outta the water!

Flash Tarbell — 2 days ago

The new labels aren’t all that different, so why change unless it’s a major improvement? I wish your jars were bigger (which would also justify the price better).

Melissa — 2 days ago

Please bring back the pistachio butter in honor of this occasion 🙏🏼 🤤 Congrats guys! 💜

Debbie Stephens — 2 days ago

Love the original label. Label design is not why I buy a product. The product itself is why I buy it. The original labels are timeless and very natural. You do you – but if I were you -I would go back to the original label. Why change something that is already awesome! Will still buy your products!

Amber — 2 days ago

Your new labels are so reflective of the joyful, beautiful brand you are. Congrats!

Michelle Francis — 2 days ago

Ground Up!
I hate to burst your joy!
Your product is brilliant and I love change, but yikes the new labels, are not my jam! I am with some of the other comments here. They seem cartoonish and cheap. Your butters are made with clean and simple ingrediants and the current label reflects that.
Sorry!

ANGELA — 2 days ago

Congrats on this milestone in the continuing story of Ground Up. You’ve done such a beautiful job over the years. I trust you to know what’s right for your organization and the brand.

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