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Article | June 5, 2009
Bowls extend Del Monte into produce section
When line extensions place a longtime brand in a new section of the store, the right packaging and brand message are essential.
Del Monte faced those challenges when creating its Citrus Bowls refrigerated citrus fruit. Del Monte is a fixture in the center aisles of grocery stores, where products are lower-margin. But the company wanted to introduce Citrus Bowls in the produce section on the store perimeter, which is synonymous with high margins and new, value-added products. Working with branding consultancy CBX (www.cbx.com), Del Monte settled on a message of simplicity that starts with a windowed paperboard sleeve around a 20-oz plastic bowl. Consumers can see the fruit, packaged at the peak of ripeness and stripped of skin, seeds, and cores, inside the clear bowl. The white background on the sleeve provides the canvas for minimal but elegant graphics, anchored with the image of fruit on a fork and also black, freestyle typography. The words “ready to enjoy” and the iconic Del Monte brandmark are printed on the sleeve, bringing elements of convenience and trust in the country market-like produce section, where consumers linger and explore.“The brand proposition is successfully expressed through our packaging,” says Bonnie McFarland, director of graphic design and packaging at Del Monte Foods. “It has provided us with great visibility on-shelf in this growing category.”
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