THOMASVILLE, GA. — Flowers Foods, Inc. is rolling out a new recipe and refreshed brand look for Nature’s Own featuring 38% fewer ingredients and a commitment to “Real. Soft. Bread.” In addition, the entire Nature’s Own portfolio is Non-GMO Project verified, Flowers Foods said.

“Nature’s Own is launching a bold brand refresh, built to shake up the bread category, drive momentum and meet consumers where they are,” said Krystle Farlow, senior director of brand management for Nature’s Own.

Flowers Foods said there may be “slight updates” to nutritional values as a result of recipe changes. As an example, the company’s Nature’s Own 20-oz loaf of honey wheat bread used to contain 23 ingredients, including thiamin, riboflavin, niacin and folate. The new recipe features 16 ingredients and does not include thiamin, riboflavin, niacin or folate, but does contain vinegar, flax seed meal and acerola cherry powder, which the earlier version did not.

Farlow said Nature’s Own has tapped actor and retired professional wrestler John Cena as the official “Breaducator” for spreading news about the new recipe and refreshed brand look, saying he is “the perfect partner to bring that message to life.”

“He’s authentic; he’s entertaining; and families love him,” Farlow said of Cena. “We couldn’t ask for a better Breaducator to tell our simpler, Non-GMO Project verified story.”

As part of the Breaducator campaign, Cena will be featured in advertisements and commercials, where he will educate consumers by showing them what sets Nature’s Own apart.

“Nature’s Own is bread done right. ‘Real. Soft. Bread.’ Now made with simpler ingredients,” Cena said. “Time to show people what’s in their loaf. Time to ‘breaducate.’”

Nature’s Own was introduced by Flowers Foods in 1977. The brand includes a wide selection of bread, buns and rolls.