Value-added salad brand Fresh Express® has contemporized its brand with new packaging design for its Garden, Premium Garden, Crunchy and Tender Leaf salad blends. The new design, which features revised artwork and graphics, aims to increase consumer appeal and purchase interest, and in independent qualitative and quantitative research, 86 percent of consumers said the updated look felt “fresh.”
The new packaging – which includes elements such as a larger window for improved ingredient visibility, product segmentation on pack and a more prominent freshness use by date – will help support the brand’s core essence of delivering fresh product conveniently. Other benefits of the new packaging include the addition of the brand’s non-GMO claim and bilingual copy on most SKUs.
This rollout is the final phase of the Fresh Express packaging refresh project. It began in 2017 with Fresh Express Organics, followed by the Fresh Express Kit and Chopped Kit refresh in 2018.
“Over the years, consumers have come to trust our freshness, quality and unique products, so it was important our new packaging clearly communicate these key brand attributes,” said Michael Golderman, marketing brand leader at Fresh Express. “Our packaging design is cleaner and simpler than previous iterations which allow the fresh ingredients to shine.”
The new packaging is available now in the refrigerated produce department at retailers the United States 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,” said Fabian Pereira, vice-president of marketing and innovation at Fresh Express. “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.”
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