Amy Kitchen launches national campaign around non ultra processed certification

Amy Kitchen has launched a national marketing campaign focused on clarifying ultra processed food definitions and positioning its products as convenient, healthy alternatives, Marketing Dive reported. The strategy incorporates Meta advertising, programmatic display ads, in store signage, and an activation at Whole Foods Market. [1]

The campaign highlights a new Non-UPF Verified certification received by the brand, according to Marketing Dive. The certification is administered by the Non-GMO Project, which is the organization behind the non-GMO label used in grocery stores. Marketing Dive noted that Amy Kitchen is among the first nationally distributed packaged food brands to obtain this verification. [1]

Amy Kitchen is a privately held American company based in Petaluma, California, that manufactures organic and non-GMO convenience and frozen foods. The company was founded by Andy and Rachel Berliner, incorporated in 1988, and named after their daughter Amy. All of its more than 250 products are vegetarian and prepared with organic ingredients. [2]

The business originated when the founders began making pot pies in their home kitchen using a recipe from Rachel Berliner mother. It expanded to a full sized kitchen in Sonoma County by 1988 and later introduced gluten-free and dairy-free options. The family operated company also runs vegetarian fast food locations in California called Amy Drive Thru. [2][3]