The SUBSTRAL® brand launches a multi-stage brand relaunch to be implemented over the next three years. At the start of the year, the company is introducing not only sustainably innovative product solutions in soils and solid fertilizers, but also a new, modern packaging design.

Mainz | December 12, 2025

SUBSTRAL® represents a genuine passion for gardening and has been one of Germany’s most popular garden care brands for over 70 years. SUBSTRAL® stands for innovative products and sets the highest standards for raw materials, quality, and performance. With a strong focus on ease of use and effectiveness, the brand continuously develops sustainable and natural product solutions. Just in time for the upcoming gardening season, the traditional brand is revamping its range of soils and solid fertilizers. A modern, clear packaging design, along with a systematically organized and impactful point-of-sale presentation, further ensures a contemporary and innovative brand image.

The New Soil Range
0% peat for sustainable gardening

In the coming years, sustainability will be a key focus of the brand’s soil portfolio. An important step is the further development of peat-free soils. Peatlands store enormous amounts of carbon, and extracting peat for use as a growing medium releases this carbon back into the atmosphere as climate-damaging CO₂. Peat-free gardening can therefore contribute to reducing the CO₂ footprint. The new peat-free soil range is primarily differentiated by the type of pre-fertilization and the peat substitute materials used.

SUBSTRAL® Naturen® offers an improved range of peat-free universal and specialty soils with organic fertilizers, carefully selected peat substitutes, and yucca extract for optimized water retention. These soils are particularly suitable for all edible crops and for organic gardening. SUBSTRAL® Naturen® Tomato and Vegetable Soil has been specifically developed for growing tomatoes and vegetable plants and promotes plant growth and fruit formation through its optimal composition. The peat-free SUBSTRAL® Naturen® Raised Bed Soil is especially suitable for herbs, vegetables, and fruit plants grown in raised beds.

SUBSTRAL®, meanwhile, focuses its new soil range on mineral pre-fertilized, peat-free soils containing bentonite. These are particularly suitable for all indoor, balcony, and ornamental plants as well as for lawns. The use of mineral fertilizers ensures improved nitrogen availability, especially during the early growth stages of plants. SUBSTRAL® applies this effect across all specialty soils for non-edible crops. The addition of bentonite—a natural clay mineral—enhances the absorption and distribution of nutrients and water within the substrate. This supports water supply during very hot periods, preventing plants from drying out too quickly. SUBSTRAL® Universal Soil is a versatile, peat-free soil for indoor, balcony, and container plants in beds and borders (excluding bog plants) and is available in a 50-liter promotional pack.

For both the SUBSTRAL® and SUBSTRAL® Naturen® brands, sustainability is a deeply held conviction. The soils are predominantly produced using regional and renewable raw materials, and all plastic film packaging is certified according to the Blue Angel eco-label criteria. This means that at least 80% of the plastic content is made from recycled plastic and that production is resource-efficient.

New Brand Appearance with a Modern Look and Clear Design
Nothing was left to chance in the development of the new packaging design. A targeted consumer survey was conducted to evaluate and confirm the new brand appearance in terms of brand identity, impact at the point of sale, and increased purchase appeal. The modern and attractive design features vibrant imagery that clearly communicates product benefits. The distinctive green color ensures strong visibility and differentiation on the shelf. Thanks to a clear and logical layout, customers can see all essential information at a glance. Overall, this creates a modern and fresh brand image that not only informs clearly and systematically and stands out on the shelf, but also inspires all gardening enthusiasts with a renewed passion and love for gardening.