Fresh Express has launched a packaging redesign for its salad blend products to enhance consumer appeal and purchase interest.
The new packaging for its Garden, Premium Garden, Crunchy and Tender Leaf products features revised artwork and graphics.
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It makes it easier for the customer to view the improved ingredients, product segmentation and use by date on the pack, as well as featuring the brand’s non-GMO claim and bilingual copy on most stock-keeping units.
An independent qualitative and quantitative research revealed that 86% of consumers feel the updated look feels ‘fresh’.
Fresh Express marketing brand leader Michael Golderman said: “Over the years, consumers have come to trust our freshness, quality and unique products, so it was important that our new packaging clearly communicated these key brand attributes.
“Our packaging design is cleaner and simpler than previous designs, allowing the fresh ingredients, which are the star of every single Fresh Express product, to shine.”
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By GlobalDataThe new Fresh Express packaging is currently available in the refrigerated produce department at retailers in the US and Canada.
Fresh Express, which provides fresh salads in more than 150 different varieties, started the brand’s packaging refresh project in 2017.
It began with refreshes of Fresh Express Organics, Fresh Express Kit and Chopped Kit packaging in 2018. This is the final phase of the project.
Fresh Express marketing and innovation vice-president Fabian Pereira said: “We began this broader redesign effort four years ago to underscore that Fresh Express offers products that are consistently delicious and fresh and provides a strong brand block at retail.”
