Icon Foods – What’s In a Name?

Icon Foods – What’s In a Name?

Steviva Ingredients – Name change brand transition plan

In 1992 the name Steviva was selected to build a consumer brand.
The strategy behind the name was to create name association with stevia.
Steviva Ingredients was being pigeon holed into stevia when the company has grown past stevia and into being the leader in clean label sweetening systems.

Our goal was to create a name and image that allowed us to expand our imaging past sweeteners and into other food ingredients.

Concept – Logo and Corporate Imaging

The optics must project the following:

  • Quality
  • Perception of a Fortune 100 company
  • Speaks to reliability
  • Professionalism
  • Target Market Demographics and Psycographic Profile
    • Food technologists
    • Ingredient Buyers
    • Adults 35-64


  • Clean
  • Red projects action
  • Blue projects trust
  • White projects cleanliness and safety

The Why Behind our Messaging

  • Five dots represent the five questions or whys of Six Sigma
  • Six Sigma doctrine asserts:
    • Continuous efforts to achieve stable and predictable process results (e.g. by reducing process variation) are of vital importance to business success.
    • Manufacturing and business processes have characteristics that can be defined, measured, analyzed, improved, and controlled.
    • Achieving sustained quality improvement requires commitment from the entire organization, particularly from top-level management.

Introducing Icon Foods, Inc and Icon Food Science.

Natural sweeteners are intuitive to us. Helping food companies deliver innovative, naturally sweetened products is our duty. Knowing how to use sweeteners singly or synergistically to replace sugar and/or reduce calories is instinctive, whether in bars, beverages, confections or desserts. We partner with food scientists to deliver cost efficient, innovative, great-tasting foods that will keep consumers coming back for more.

Quality First
Does the name Dr. Edwards Deming ring a bell? His principles of Quality Always Costs Less and a Commitment to Constant and Never-ending Improvement are the driving force behind everything we do at Icon Foods and Icon Food Science. We are one of a small handful of ingredient companies that conduct third party testing on all of our raw goods and finished goods. When you partner with Icon Foods you can be assured of the best quality food ingredients available in the global market. If quality is important to you and the longevity of your company, you have come to the right place.


Do you have a Clean Label Sugar Reduction Conundrum? Tell us about it!

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