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Space-Saving Tub Serves Up New Country Crock Recipe

Country Crock introduces a new and more convenient rectangular package and adjusts its buttery spread recipe with simpler ingredients.

Country Crock packaging after the redesign.
Country Crock packaging after the redesign.

Unilever has updated the recipe and the packaging for its Country Crock buttery spreads to enhance consumer convenience and the product’s claim of "Real Country Fresh Taste from Real Ingredients." In summer 2015, Country Crock introduced new recipes for its Original, Churn Style, and Light Country Crock varieties. The new recipes have no artificial preservatives or flavors, and contain 0g trans fat per serving.

Benjamin Crook, Marketing Director, Country Crock and Baking, Cooking Spreads Company, says today's consumers are asking for food products made from fewer, simpler ingredients.

Country Crock before the redesignCountry Crock before the redesignReplacing the brand’s round polypropylene container is a rectangular PP “Space Saver Tub” that is reusable, dishwasher-safe (in the top rack), and recyclable. The container, from a mix of proprietary suppliers, comes in three sizes: 15 oz, 30 oz, and 45 oz.

Crook says the aim of the new package was to make it more convenient for consumers while maintaining the heritage and qualities of the Country Crock brand. Updated graphics on the tub reflect a greater sophistication. The original tub was printed with a taupe background and graphics in a darker taupe. The new packaging features an in-mold label that is printed in six colors and depicts a colorful farm setting. Country Crock opted for an IML label for the lid as well.

The brand refresh includes 20 SKUs. They products are available in grocery stores for a suggested retail price of $2.39 to $3.79 and in mass retailers for $2.19 to $4.99, depending on package size.

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