Discover your next big idea at PACK EXPO Las Vegas
Experience a breakthrough in packaging & processing and transform your business with solutions from 2,300 suppliers spanning all industries. Click to learn more.

Russell Stover redesign reverses three-year sales decline

New packaging graphics for Russell Stover’s sugar-free candies focus on appetite appeal and craftsmanship to change consumers perceptions about the quality of sugar-free brands.

The new design system follows the overall master brand with color and typography, but with a clean, white background.
The new design system follows the overall master brand with color and typography, but with a clean, white background.

For many years, candy, chocolate, and confections company Russell Stover dominated the sugar-free chocolates category. In recent years, however, changing consumer preferences and me-too offerings put a dent in their sales. To reverse the slide, they worked with brand strategy firm Retail Voodoo to redesign the package graphics for their sugar-free offerings.

Annual Outlook Report: Workforce
Hiring remains a major challenge in packaging, with 78% struggling to fill unskilled roles and 84% lacking experienced workers. As automation grows, companies must rethink hiring and training. Download the full report for key insights.
Download Now
Annual Outlook Report: Workforce
Coding, Marking, and Labeling Innovations Report
Explore our editor-curated report featuring cutting-edge coding, labeling, and RFID innovations from PACK EXPO 2024. Discover high-speed digital printing, sustainable label materials, automated labeling systems, and advanced traceability solutions that are transforming packaging operations across industries.
Access Report
Coding, Marking, and Labeling Innovations Report