Mann Packing redesigned its full line of fresh vegetable packaging to be more consumer focused and better represent the company’s third generation of family farmers.
The redesigned packages, nine months in development, feature a new Mann’s Family Favorites logo—complete with a nostalgic design, rich and natural color palette and recipe photos on select packages, says Kim St George, director of marketing and innovation.
“We tested several designs in focus groups and the visuals with the strongest response included all the attributes of Mann Packing: local farmers, family, generations, natural and authentic,” she adds. Mann’s is a celebrating its 75th anniversary this year as a grower/shipper/processor.
“The new upscale package design also helps differentiate Mann Packing’s full line of fresh-cut vegetables from the competition with its distinct imagery, product photography and colors, and will stand out on the shelf at the store level,” says St George said. “When you put the entire line together, it carries a strong message about where the category is headed as a destination for shoppers.”
The package backs feature a recipe image and nutrition information, as well as a QR Code that when scanned with smart a phone directs consumers to Mann’s website for recipes and usage ideas. The redesigned packages are shipping now and all SKUs will be transitioned by July 2014.