Thursday, January 30, 2014
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UPDATE: Udi's Gluten-Free is NOT changing its name or product!!! Read the updated article here:
Update on Udi's Gluten-Free
I saw this article online today: Udi’s Bakery Bids Farewell to Gluten-Free with Name Change
Basically, Udi's Gluten Free has sold their gluten-free line to Boulder Brands and will be now sold under the name Smart Balance. In addition, they are changing the actual name "Udi's" to something new and have launched a contest called "Rename Udi's. According to their press release, "Prizes will be awarded to the top three finalists. The grand prize is party for 20, worth up to $1,000, the second-place prize is $300 and the third-place prize is $150 to use at restaurants, café, farmer’s markets or catering. In addition, the finalists will be invited to a brand party unveiling the name and to parties at each of the restaurant and cafe locations as the name is rolled out."
I think this could be very confusing to the gluten-free customer since the brand Udi's will continue making bread but just not gluten-free bread. Apparently, all of the Udi's products and restaurants will be renamed, but I still find this really confusing. How do you feel about this change? Do you think Udi's will improve or get worse under the new parent company?
Labels: gluten-free, rebrand, Udi's