When I first incorporated Nonuttin’ Foods way back in 2002, it was with the idea of creating peanut and nut free granola bars. Peanut and nut allergies were the biggest focus for me, simply because they were 2 of my allergic daughter’s food allergies. And as a pioneer in the “free from” food manufacturing category, peanut and nut free seemed like a great place to start. As I got deeper into our product development, I realized that I could also make our products free of several other food allergens. Over the years, every time I needed to purchase new packaging or I brought out a new product, I incrementally made more improvements until we got where we are today: free of the top 11 food allergens, gluten, preservatives, colors, artificial flavors and genetically modified ingredients while still keeping the great taste you’ve loved.
With all of those improvements, the name Nonuttin’ wasn’t really communicating all that we’d become. So I decided to create Libre Naturals in 2012 because Libre means “free” in French (Canada’s other official language, where we’re located) and also in Spanish which is used by so many Americans. After working with an industry consultant, I decided that Libre Naturals would be the parent company and we would begin using it while keeping the Nonuttin’ brand. In Canada, we also began manufacturing oatmeal cups for another company called Dlish Eatz and we began selling their brand too. The intent was to create a family of brands. Sounded good, didn’t it?
Well, after almost 2 years of trying that strategy, I’ve come to the conclusion that we’re confusing a lot of you. We hear it a lot when we go to a trade show. On both our booth sign and on the show map it says Libre Naturals so imagine the surprise when Nonuttin’ and Dlish Eatz brands are what you see when you find us.
So I’ve made the decision to begin the process of transitioning all products to the Libre Naturals name, starting with our oatmeal cups over the next few months. Altogether, the transition for all products will likely take a couple of years but we’ll still be the same small family company that you’ve come to know and love.