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Preserving roots while refreshing a heritage brand

A producer of jarred apple slices, preserves, sauces, and salsa, Grandma Hoerner’s seeks to simplify and modernize its packaging while staying true to its handcrafted roots.

Grandma Hoerner's packaging after the redesign
Grandma Hoerner's packaging after the redesign

Packaging food products that are based on heritage recipes can be a tricky proposition. Put the product in a vintage-style container, and it can look stodgy. Update it, and you risk losing the handcrafted, good-for-you image. That was the challenge faced by Grandma Hoerner’s Foods, Inc. of Alma, KS, when it decided to refresh the packaging for its natural and organic Big Slice kettle-cooked apple slices, fruit preserves, pie fillings, and assorted salsa, sauce, and relish products.

Its existing Big Slice packaging consisted of a 26-oz glass mason jar with a gold lid and a three-side wraparound label that featured a small portrait sketch of the brand’s namesake, Grandma Hoerner, as a young woman. “The labels had an old-fashioned air to them that was consistent with the picture of Grandma,” says company Vice President Regina McCoy. “While we wanted to stay true to our roots, we knew that today’s consumers have smaller families, and the large jar sizes we packaged our Big Slice apples in were just too big for them.”

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