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Branding Alphia

On Monday, June 8, the new Alphia brand was officially announced after the merger of CJ Foods and American Nutrition, Inc. The company is a co-manufacturer of super-premium pet foods working with brands like Chewy, PetSmart, Smucker’s and Walmart Pure Balance. Alphia brings together over 800 employees and is expected to produce more than a million pounds of pet food per year.

WANT Branding created the name and logo along with the positioning of Partners Delivering Growth. Additionally, WANT rebranded Alphia’s milling subsidiary Lortscher Animal Nutrition, Inc. to LANI and updated the logo of Alphia’s logistics subsidiary Veracity Logistics.

“Alphia signifies our company’s leadership role in the pet food industry in partnership and growth,” said Dave McLain, chief executive officer of Alphia and previous chief executive officer of C.J. Foods. “With the unification of C.J. Foods and American Nutrition, the Alphia brand has unparalleled marketplace intelligence, research and development expertise with turnkey production and supply chain capabilities.”

“Alphia will build on the outstanding reputations of C.J. Foods and American Nutrition as its skilled team focuses on delivering the highest quality super-premium pet food and treats,” added Tod Morgan, chairman of Alphia’s board. “This partnership delivers growth for our customers, employees and communities.”

Click  HERE to access the full press release

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