US based chicken producer and processor Allen Harim has announced to feed its chicken completely vegetarian feed to meet customer demand for healthy poultry products.
The company has also announced its Nature's Sensation brand will be raised with no antibiotics.
The product carries a new logo and packaging which highlight these new changes, which were introduced in markets across the Northeast and Mid-Atlantic in the US.
Allen Harim CEO Steven Evans said: "As a company, we are responding to what our customers are telling us about consumers and their desire to buy healthy chicken products for their families.
"Our chickens are hand raised on family farms, and we are committed to making sure they are raised with no added hormones, using the best all-veggie feed available, and in the case of Nature's Sensation, with no antibiotics ever."
The new changes include merging of existing brand name with a script font that reflects a more natural green and brown colour palette, and a modern logo to reflect brand's value and qualities.
The redesign of the product label also carries information which states that the chicken is strictly 100% vegetarian fed, and has been raised without the use of antibiotics, or added steroids, or hormones. It claims that the chicken were hand raised on family farms.
Another change reflecting on the packaging involves the introduction of a colour band which has been added at the bottom to give the packaging a more structured look. For consumer convenience, nutritional and safety information has been pushed to a larger panel on the back of the package.
Allen Harim sales and marketing senior director Jack Coleman said: "The redesign effort was fueled by listening to the growing interest by consumers on how their food is produced.
"This new packaging and logo is designed to emphasize what's most important to consumers when choosing poultry products -- and to make it clear to them that Nature's Sensation is exactly what they are looking for."
The company has expanded its Nature's Sensation product line by more than 80% in 2015 and Jack Coleman expects the growth to continue this year with more new products being added to the range along with private label partnerships.
Through 2016, Allem Harim plans to continue expansion of the brand into other segments.
Allem Harim's other brands include Allen Harim traditional and Halal certified brands, all of which are claimed to be 100% vegetarian fed.
The redesigned Nature's Sensation chicken products will be available at local grocery stores through Northeast and Mid-Atlantic regions from March onwards.
In the past few years, some poultry companies have turned to vegetarian feeds, shifting their dependence on soybeans for protein.
Companies such as Perdue Farms and Bell & Evans, and others, provide information to consumers regarding methods of raising their chickens.
These companies also claim to raise their chickens exclusively on vegetarian feed, reported delawareonline.com.
