Ocean Mist Farms unveiled its newly rebranded Roastables line at the International Fresh Produce Association (IFPA) Global Produce & Floral Show in Anaheim last month.
Originally launched just over a year ago – and named the Joe Nucci Innovation Award winner at the New York Produce Show just months later – the company's Ready-to-Roast vegetable kits have been redesigned to better engage consumers, stand out on retail shelves, and drive category growth. The rebrand introduces bold new packaging in the playful "No Shame in a Shortcut" campaign, celebrating the ease and enjoyment of fresh, flavorful, oven-ready vegetables.
© Ocean Mist FarmsDrew says the kits were developed for time-starved consumers who want quick, easy, and wholesome meal solutions.
Now seven items strong, the Roastables line features washed and trimmed premium vegetables paired with chef-crafted seasoning packets. With virtually no prep required, consumers can have a fresh, nutritious and delicious side dish on their dinner table in 15–20 minutes.
"We've invested in significant brand marketing initiatives and consumer research to continually understand the evolving needs of shoppers," said Chris Drew, president and chief executive officer of Ocean Mist Farms. "These kits were developed for time-starved consumers who want quick, easy, and wholesome meal solutions without compromising on quality or flavor."
© Ocean Mist Farms
The Roastables line features washed and trimmed vegetables paired with seasoning packets.
Drew added that connecting with consumers starts with visibility at the retail level. "We knew we had to break out of the 'sea of sameness' in the value-added category," he said. "Our goal is to deliver innovative products that not only meet consumer demand but also drive sales growth for our retail partners."
The line is designed for busy households. "We've got more exciting innovations coming in Q1 of 2026, including a first-of-its-kind value-added line we think consumers are going to be excited about and respond to very enthusiastically," said Drew. "Our innovative spirit is alive and well – and fired up for the new year and beyond."
New "No Shame" Roastables packages will begin rolling out to retail shelves next month.
For more information:
Lori Bigras
Ocean Mist Farms
[email protected]
https://www.oceanmist.com/
