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Mixie Unveils Its Rebranding Efforts, Facility Upgrades

6 May 2022 9:13 AM | Cassondra Franze (Administrator)

Supplier Mixie, along with staff members of parent company HPG and customers, celebrated its grand reopening with a ribbon-cutting ceremony at its upgraded 60,000 square-foot facility in Eagan, Minnesota. Mixie, previously the Webb Company, was acquired by HPG in 2020.

The Rebranding: Mixie’s reopening ceremony is part of a comprehensive rebranding initiative overseen by HPG’s in-house creative marketing team, based in Danville, California. Along with the facility upgrade, Mixie has introduced several new brand elements:

  • A new logo
  • A website redesign
  • New fonts
  • Updated marketing collateral
  • Refreshed product photography
  • Overhaul of its entire visual identity system

The rebranding comes as several product categories offered by Mixie enjoy resurgent growth in the promo market. In its recently published Q1 2022 Global Statistical Report, industry service provider and PPAI technology partner SAGE noted that in January-March, lip balm searches climbed in its search results, rising 13 spots to No.34 in its top 50 product searches and comparisons. And sunscreen product searches climbed 75 percent quarter-to-quarter as distributors’ clients plan campaigns for the summer months.

The Reopening Ceremony: Mixie specializes in custom, U.S.-mixed health and wellness products. The ribbon-cutting ceremony was held in the company’s new product showroom and afterwards guests were taken on guided tours of the production facility. The tour showcased the company’s operations, which, following the upgrades, have more than doubled the liquid fill capacity for sanitizers, lotions, lip balms and other items.

Mixie’s facility is available for tours. Interested parties are invited to contact Rena Ashfeld, vice president of sales, at Rena.Ashfeld@hpgbrands.com.

“I feel enthusiastic about what’s ahead for our product lines,” says Brett Olsen, Mixie’s general manager. “We refreshed and decorated the facility from top to bottom. HPG, our parent company, has been behind us 100% of the way. We’re excited to host more visitors and our sales team has hit the road to bring Mixie to customers.”


Trina Bicknell, HPG chief revenue officer, says, “I’m so excited about Mixie’s new brand position. We are personal care and wellness, and taking the industry by storm. Our guests were so excited to smell and touch the products along the tour, and I am just thrilled to share Mixie industry-wide.”

Ashfield says, “Mixie continues to rapidly expand its health and wellness line to include some amazing selfcare products. We added moisture beads with vitamins A and E to our hand sanitizers, mixed up some amazing scents for our hand and body lotions, and developed a reef-friendly sunscreen for the summer. The facility upgrades have enabled us to speed up development and absorb even more wellness products to the Mixie line.”

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