Alpen Fuel Is Rebranding As Angry Pika Food Co.

Alpen Fuel is undergoing a rebrand in response to a trademark dispute with a brand owned by a large corporation. This change is being made to address legal concerns and ensure long-term brand protection.

Alpen Fuel will be rebranding in mid-April as Angry Pika Food Co.

Angry Pika Food Co. will continue to offer the same granola and cookie recipes you have come to love, with additional new flavors launching throughout 2025.

As part of the rebrand process, Alpen Fuel will be conducting a multi week sale to clear the shelves of all Alpen Fuel branded products.

Shaun and Emily are very excited to reveal the Angry Pika Food Co, logo and pouch imagery in the upcoming weeks! 

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Bozeman, MT, March 23, 2025

Today Alpen Fuel announced that they will be rebranding in mid-April to Angry Pika Food Co.

In September of 2024, Alpen Fuel received an cease and desist letter from a lawyer representing a company who is owned by an large corporation.  The dispute involved the trademark of the Alpen Fuel name.  After discussing with their lawyers, Shaun and Emily decided not to fight the large corporation, and instead began the expensive process of rebranding.  A six month transition period was negotiated.

The letter came when Alpen Fuel was in particularly vulnerable position and entering their slow season. Shaun and Emily have poured everything they have into this business to try and turn a dream into reality.  A dream to make a living doing something they love - helping people eat amazing food in even more amazing places. Despite this setback and not having a clear picture of how to move forward, they weren't ready to throw in the towel.

Over a consolation pizza lunch, Shaun sarcastically suggested a new name for the rebrand - Angry Pika Food Co. After running the name by some friends and customers, they decided to roll with it.  The new name, Angry Pika Food Co., reflects the spirit and resilience of a pika, which are known for their energy, determination, and adaptability in the face of challenges.

Logo and pouch design has completed and the new pouches are currently being printed for release in late April.  In addition to new pouches, rebranding will require new kitchen signage, marketing materials, tradeshow booth materials, and lifestyle and product photography. Essentially, everything with the old logo will have to be replaced.

Alpen Fuel has until mid-April to sell through their remaining pouch inventory.  After this rebrand deadline, any unsold pouches cannot be sold and will be discarded.

If you would like to help support the rebranding effort, there are multiple options available:

• Alpen Fuel Sale.  Each week, the sale will highlight a different product line.  For more information and promo codes, please visit the Rebrand FAQ page.
• Purchase meals and cookies for donation to conservation and community assistance groups.
• Direct monetary donation.

All purchases and donations are greatly appreciated and will be applied towards offsetting rebranding expenses and revenue lost during the transition.  Shaun and Emily are committed to moving past this setback and look forward to sharing their new brand soon!

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Press releases are way too stuffy.  On a more personal note:

Thank you to everyone for supporting our brand, our family, and our dream over the past four years.  It has truly been our privilege to help fuel your adventures under the Alpen Fuel name.  You all are the reason we are still here, and fighting to keep our company and dream alive.

We are committed to overcoming whatever obstacles come our way, and could not be more excited to roll out our new brand!!!  Stay tuned, the new branding is awesome :)

Angry Pika Food Co. - For When You're Between a Rock and a Hard Place.

Shaun & Emily Durkee