Yes, think thin bars officially changed their name to think!
For many years, the company was known as thinkThin, but it officially transitioned to the simplified name, think!, in summer 2019. The rebrand was a comprehensive effort that went beyond just shortening the name; it was a response to evolving market dynamics and shifting consumer attitudes toward health, wellness, and body image. The company had been using the name thinkThin since its founding in 1999 by Lizanne Falsetto, but after a 2015 acquisition by Glanbia, P.L.C., the company decided to reposition itself for a new era.
The reason behind the thinkThin name change
The decision to shed the "Thin" from the brand name was a direct result of several market and cultural shifts. In the 2010s, the health food industry moved away from restrictive "diet" culture and toward a more holistic view of wellness that emphasized high protein, clean ingredients, and overall nutrition. The original name, with its focus on being "thin," began to feel outdated and limiting to a consumer base that was increasingly focused on strength, energy, and body positivity rather than weight loss.
- Aligning with modern wellness: The term "thin" was no longer representative of the company's core mission or its consumers' goals. The new name, think!, focuses on the positive idea of thoughtful nutrition and determination, aligning with the brand's new "I think! I can" marketing campaign.
- Broadening the target audience: By removing the word "Thin," the brand could appeal to a much wider demographic. Their products were no longer associated exclusively with dieting, but instead became an option for anyone seeking high-protein, gluten-free, or low-sugar snacks as part of a generally healthy lifestyle.
- Addressing competitor strengths: Despite offering high-protein products, the former thinkThin felt it wasn't getting enough credit for its protein content compared to competitors with more prominent claims and personality-driven designs.
The rebranding strategy and its impact
The rebranding effort began in September 2018 with design agency DDW, and the new look was rolled out in April 2019. The changes were not limited to the name and included a full packaging redesign to make the products more eye-catching on the shelf. This proved to be a successful move, as sales rebounded and the brand was able to reconnect with consumers.
Comparing the Old thinkThin vs. New think! Brand
| Feature | Old thinkThin | New think! |
|---|---|---|
| Name | thinkThin | think! |
| Core Message | Diet-focused, weight loss | Wellness, nutrition, determination |
| Target Audience | Individuals focused on weight loss | Broader audience seeking healthy, protein-rich snacks |
| Packaging | Less distinctive, beige-focused | Bold colors, more dynamic wave design |
| Market Position | Outdated, associated with diet culture | Relevant, modern, body-positive |
Packaging improvements for better brand visibility
- Dynamic design: The new packaging features a distinctive, wavy color-block design that provides a stronger shelf presence.
- Clearer product differentiation: The design agency used specific colors to denote different product lines. For instance, beige was used for the core high-protein line, while white was used for the lower-calorie options, making it easier for retailers and consumers to identify products.
- Improved taste appeal: Consumer feedback indicated the old packaging didn't adequately convey the product's flavor. The redesign, with its more vivid and color-forward approach, was successful in driving taste appeal.
Conclusion
Yes, think thin bars did change their name. The transition from thinkThin to think! was a deliberate and strategic rebranding effort that proved to be highly successful. The change was a response to a cultural shift away from diet-centric messaging and toward a more inclusive, body-positive approach to wellness. By shortening its name and redesigning its packaging, the brand was able to halt declining sales and regain momentum in a competitive market, effectively repositioning itself for future growth. The change reflects a larger trend in the food industry, where companies are moving to better align their brand identity with evolving consumer values around health, nutrition, and personal empowerment.
Summary of thinkThin's Rebranding Journey
- Founded: The company was founded by Lizanne Falsetto in 1999 under the name thinkThin.
- Acquisition: In 2015, the company was acquired by Glanbia P.L.C.
- Rebrand Decision: The decision was made to rebrand in late 2018 to move away from diet-focused associations.
- New Brand Launch: The new think! brand identity, including new packaging, officially launched in summer 2019.
- Rationale: The change was driven by evolving consumer trends toward holistic wellness, body positivity, and moving away from a "diet" label.
- Impact: Following the rebrand, the company experienced a reversal of its declining sales trend.
Food Business News: thinkThin rebrands as think!
Frequently Asked Questions
Was thinkThin always called thinkThin? No, the company was not always called thinkThin. The brand was originally founded as thinkThin, but it rebranded to simply "think!" in 2019.
When did thinkThin change its name to think!? thinkThin changed its name to think! in the summer of 2019, with the new packaging beginning to transition onto shelves at that time.
Why did the name change from thinkThin to think!? The name change was a strategic move to align with modern wellness trends and a more body-positive message, moving away from the restrictive connotations of "thin" and appealing to a broader audience focused on overall health and nutrition.
Is the think! brand still gluten-free? Yes, the think! brand continues its commitment to offering gluten-free products, along with other nutritional benefits like being non-GMO and using no artificial sweeteners.
Did the recipe for the bars change with the name change? According to the company's FAQ, while the Cookies & Crème High Protein bar was improved with more crunch and flavor during the rebrand, the recipes for other High Protein bars remained unchanged.
Who acquired thinkThin? thinkThin L.L.C. was acquired by the global nutrition company Glanbia P.L.C. in 2015, four years before the rebranding took place.
How can I tell the difference between the old and new packaging? New think! packaging features a more dynamic and colorful design with a prominent wavy graphic. The old thinkThin packaging often had a more muted, beige-heavy design.
