Bollo, a benchmark in the Spanish agri-food sector with more than 100 years of history, has unveiled its new brand identity with the aim of transferring its successful premium strategy—originally built around its iconic melon and citrus—to its entire fruit portfolio, as well as to new categories such as its IV gama (fresh-cut) range.
“This rebranding reflects our evolution as a brand and our firm commitment to bringing the best of the field to the table, not only with our melon, but with every fruit we grow and market,” says Antonio Alarcón, CEO of Bollo Natural Fruit.
This evolution in narrative and positioning stems from the company’s commitment to delivering a high-quality experience across all products, underpinned by its solid track record in bio-inclusive agriculture, sustainability and operational excellence. It also reflects its intention to connect with more digital-native audiences, who consume and experience fruit in a different way.
Recent brand-awareness studies position Bollo as the most premium Spanish fruit brand on the market, reflecting consumer trust and strong recognition within the sector. These studies highlight its Spanish origin and identify its “medals” as a symbol of exceptional flavour.
Purpose-driven rebranding: more than just an image
Bollo’s rebranding is not merely a visual update but an additional step in its Natural Change movement, which promotes regenerative, inclusive and environmentally committed agriculture. It is a movement aimed at connecting with today’s fruit consumers, who engage with produce in a new way.
This new brand positioning, developed by the agency Kids, is distinguished by the prominence of the company’s well-known gold medals from its Black Label melon—redesigned for the occasion—which now feature across most applications and formats. The new brand, more sophisticated and premium, has been conceived for flexible and dynamic use and simplifies the naming of its product ranges, making them much clearer and more recognisable for consumers.
RELATED NEWS: Bollo Natural Fruit joins the B Corp movement
This updated narrative and identity, which bridges past and future, comes in addition to the company’s recent B Corp certification, recognising businesses that meet the highest standards of social, environmental and governance performance.
Looking ahead
Bollo continues to expand its premium proposition across melon, watermelon, citrus, tropical fruits and IV gama products, consolidating its position as a high-end Spanish fruit brand that is both planet-friendly and people-centred.
Bollo Natural Fruit: over a century cultivating the future
With more than 100 years of history, Bollo reaffirms its status as a premium and sustainable Spanish brand that combines tradition, innovation and responsibility.
Its model of bio-inclusive agriculture and its B Corp certification reinforce the purpose of its Natural Change movement: cultivating the future of fruit by regenerating the land and caring for people.
