Fresh Express is contemporizing its brand with refreshed packaging for its Garden, Premium Garden, Crunchy and Tender Leaf salad blends products.
The new design, which features revised artwork and graphics, aims to increase consumer appeal and purchase interest. In independent qualitative and quantitative research, a 86% of consumers said the updated look feels “fresh.”
The new packaging — which includes elements like a larger window for improved ingredient visibility, product segmentation on pack and a more prominent freshness use by date — will help the product line stand out on-shelf and supports the brand’s core essence of delivering the freshest product, conveniently. Other benefits of the new packaging include the addition of the brand’s non-GMO claim and bilingual copy on most SKUs.
“Over the years, consumers have come to trust our freshness, quality and unique products, so it was important that our new packaging clearly communicate these key brand attributes,” Fresh Express Marketing Brand Leader Michael Golderman said. “Our packaging design is cleaner and simpler than previous iterations – allowing the fresh ingredients, which are the star of every single Fresh Express product, to shine.”
With fresh salads available in more than 150 varieties, Fresh Express is known for its variety, value and convenience, which resulted in significant year-over-year sales growth in 2020.
The new Fresh Express packaging is available now in the refrigerated produce department at retailers in the U.S. and Canada. This is the final phase of the brand’s packaging refresh project which began in 2017 with Fresh Express Organics, followed by the Fresh Express Kit and Chopped Kit refresh in 2018.
“We began this broader redesign effort four years ago to underscore that Fresh Express offers products that are consistently, deliciously, fresh and provides a strong brand block at retail,” Fresh Express Vice President of Marketing and Innovation Fabian Pereira said. “We look forward to continuing to find ways to innovate our brand and product lines to ensure consumers receive a premium experience at every turn.
March 03, 2021 at 02:54AM
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Fresh Express Redesigns Packaging For Salad Blends - Southeast Produce Weekly
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