Market Leader Wesson Oil Returns to the Spotlight with a Major Brand Renewal

“We’ve gained a great name, a great factory run by great people, and we’re honored to be stewards of this trusted name in the kitchen,” Thor Richardson (Associate Vice President, Richardson). “Wesson is a key part of our vertical integration strategy. We have spent decades building a reliable supply chain to deliver quality food from the farm field to the bottle on the shelf. Consumers have trusted Wesson for over 123 years old. As a 165 year old family business, we appreciate the trust built over generations and look forward to continuing to earn the patronage of Wesson consumers for years to come.”

New generation, new Wesson

Now more than ever, Americans are rediscovering family traditions that bring loved ones together over food. Nearly 75% of Americans plan to continue the rise of home cooking, with millennials leading the trend.** Wesson’s new creation brings this culinary shift to life and demonstrates the power of family recipes to transcend generations . Video shows young woman reconnecting with her past as she prepares for her late aunt’s wedding chocolate ganache cake recipe just like her aunt always made it – with Wesson.

“Only a food culture icon could retain its market leadership despite a two-decade advertising hiatus,” Irman Webb (US Retail Sales Manager, Richardson). “Over a century ago, Mr. Wesson pioneered plant-based cooking oil, moving us away from rendered animal fat. The proprietary purification process made a superior oil that cemented consumer loyalty , giving Wesson a cult status that has been passed down from generation to generation through the family. We look forward to reconnecting with home cooks across America over great food.”

Wesson’s refresh celebrates its origins

Inspired by over a century of bottle design evolution, Wesson’s new look brings back the brand’s original bold colors and typography for immediate recognition among loyal consumers while delivering a clean, modern aesthetic for a new era. Wesson’s commitment to its proud Tennessee roots is evident, sporting a new white cap embossed with “Pure. Founded in 1899. Memphis UNITED STATES.”

About Wesson

Wesson Oil is America’s #1 selling cooking oil brand. Founded in 1899, Wesson has been a staple in kitchens for generations and continues to be the ingredient of choice for home cooks and professional chefs around the world. Wesson is owned by Richardson International. For more information, visit www.purewesson.com.

About Richardson International

Richardson International Limited is from Canada largest agrifood company and is recognized as a world leader in agriculture and food processing. Situated at Winnipeg, Manitoba, the company is a global handler and marketer of all major grains and oilseeds grown in Canada and a vertically integrated processor and manufacturer of oat and canola products. Over the past two decades, Richardson has become a major player in the global food industry, producing a wide variety of food products and ingredients for the retail, foodservice and industrial markets. One of from Canada Best Managed Companies, Richardson continues to grow through the dedication and innovative spirit of more than 3,100 employees worldwide. Richardson International is a subsidiary of James Richardson & Sons Limited, a family business founded in 1857.

*IRI scan data for the last 52 weeks ending 03/27/2022 total US Multiunit Outlet + Convenience, top-selling brand by volume (lbs), excludes house brand

** IRI last 52 weeks ending 01/23/2022 total US Multiunit Outlet + Convenience; Mintel, “Consumer Approach to Nutrition: USA 2021”, December 2021; Kantar, “American Monitor 2021 (T1)”, February 2022

Wesson media kit with visuals and recipes available here.

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SOURCE Richardson International Ltd.