With a growing consumer interest in flexitarian, vegetarian and vegan lifestyles, Dominex Natural Foods is rebranding its Dominex Eggplant products to convey a “better for you” and “great tasting” meal choice, company officials say.
With the recent launch of the brand’s AngelBowls, chef-inspired veggie bowls made from Dominex’s signature Eggplant Cutlets and non-GMO ingredients, the birth of the Angel brand and the evolution of the current product offerings have begun. The Angel brand will now appear on all of Dominex’s products except the Eggplant Cutlets. Officials say Dominex Natural Foods made the conscientious decision not to rename the Cutlets as this is the most beloved and recognized product in the current line.
In the grocery and natural food freezers, consumers will see AngelBurgers, AngelMeatballs, AngelParm Bites and Angel Fries, all veggie products.
The AngelBurgers are an eggplant-based veggie burger and offer a zesty flavor. The AngelMeatballs are all natural Italian flavored veggie meatballs. The AngelParm Bites transform classic Eggplant Parmesan into a convenient nugget-like snack or side. The AngelFries contain 65% less sodium than the leading brand of French fries and provide a crunchy bite, officials add. Dominex also offers zucchini and carrot fries in its school lunch and foodservice product lines.
The name change to Angel reflects Dominex’s mission to provide consumers with wholesome, minimally processed food, officials say. While Dominex’s roots are in eggplant, the brand has begun to expand into other vegetable offerings.
“This rebranding effort was a year in the making,” says John G. McGarvey, president. “We wanted to maintain elements of the Dominex heritage that our consumers recognize, but also wanted an upgrade that would allow us to expand beyond just eggplant. In conjunction with DINE Marketing, we carefully crafted a look and feel that captured the essence of who Dominex has always been, while creating a refined platform for continued product and consumer growth.”