Once Again Nut Butter New Label
"Consumers have less time than they have ever had and there is just so much visual noise in life, in general, that even when people are grocery shopping they desire to know what it is they are grabbing, put it in the cart and move on with their life. They just don't have time for a deep dive," Gael J. B. Orr, marketing-communications and PR manager for In one case Over again Nut Butter, told FoodNavigator-The states.
In response, she added, "brands throughout the grocery shop are simplifying their labels and making it easier for consumers read messages and key information quickly."
This includes Once Again Nut Butter, which for nearly xx years featured the aforementioned "paintings" on its product labels, only is now overhauling the packaging.
"Nosotros held off for as long every bit possible with redesigning the labels considering we loved the artistic look of the paintings on our old labels, but we besides recognized that consumers needed a simpler, uncluttered label and so that is what we are doing," Orr said.
Amid the many changes, company replaced the "paintings" that dominated the background of the brand'due south labels with solid light green labels that feature front end and middle a white space in the shape of the butter's key ingredient – either a peanut, almond, cashew, sunflower or pile of sesame seeds.
The white space of the ingredient made it easier to read the name of the production and key messaging, including whether the spread is lightly or unsweetened, creamy or crunchy and whether it is organic.
Merely uncomplicated doesn't have to be deadening, which is why the brand continues to utilise its iconic bold colors – fifty-fifty if it is but using them in a cleaner, easier to read manner, Orr said.
She explained that the color of the text for the key ingredient is the same shade as the groundwork of the old label, which was different for each multifariousness. For case, the word 'tahini' is in bright majestic, which is a carryover from when the tahini jar featured a painted royal mount motif. Similarly, the old almond butter jar was predominately blue, and then the word almond on the new label is in blue text.
"You can still have color and be easy to read. You don't only have to go with a white label," Orr said.
A new await from the meridian down
The company besides streamlined the lids – moving from ii colors to one. The old packaging featured either a brown or dark-green lid depending on whether the spread was natural or certified organic. At present all the lids are white, which allows the company to more easily brand clean claims on information technology, such as that the products are non-GMO. The switch also creates a better visual for brand blocking on shelf, Orr said.
Too on the top of the chapeau is a streamlined story almost the brand'southward raccoon mascot, said Orr. She explained that even though the story of how the raccoon came to stand for the brand was always on the jars earlier, research showed that about consumers were not reading the blurb on the label. But now that it is on peak of the lid – and shorter – the company hopes that consumers will read it and feel a connection through the mascot.
The raccoon too even so sits on top of the company'southward proper name on the forepart the package, but it is much smaller than the previous packaging – leaving the company plenty of space to call out that it is 100% employee owned.
Orr explained that this fabricated the short-listing of must-have call-outs for the revised label considering it helps to communicate to consumers that they are ownership products made past other people – non a faceless corporation
"When people purchase our peanut or nut butters from us, they are buying minor batch nut butter that is sort of artisan made, and made an in extremely loftier-quality, safe surround," Orr explained. "It also helps convey how nosotros are from a pocket-size town of 800 people, which ways x% of the town works for united states and we are proud of who nosotros are, where we come from and what nosotros make."
This message is reinforced on the characterization with telephone call-outs that signal who at the company thinks the jar the consumer is holding is their favorite flavour, she added.
Love on the horizon
While a brand refresh is a massive undertaking, the visitor is also developing a new line of Amore chocolate spreads that will rival Nutella, simply exist fabricated with healthier ingredients while however being a treat, Orr said.
The make already launched a chocolate hazelnut and a chocolate almond butter spread, which Orr says will change the manner consumers think about a hot fudge sundae.
This jump it volition expand with the launch of two white chocolate spreads – a hazelnut and an almond butter blend, she added.
"Nosotros know consumers will beloved them."
Source: https://www.foodnavigator-usa.com/Article/2019/02/14/Once-Again-Nut-Butter-overhauls-packaging-with-a-simplified-look-that-will-improve-shopability
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