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Wish-Bone breaks from tradition

Two new salad dressing lines from Wish-Bone depart from the brand’s iconic ingredients and packaging to deliver more robust flavors in a new bottle with a handcrafted feel.

Wish-Bone's new Ristorante Italiano line is all about rich, creamy flavors and textures.
Wish-Bone's new Ristorante Italiano line is all about rich, creamy flavors and textures.

Known for its iconic wish bone-shaped bottle and green label, Wish-Bone Salad Dressings has delivered something unexpected with two new dressing lines in a simple 12-oz PET bottle with a handcrafted look that conveys a more premium experience. Introduced in March 2016, Wish-Bone’s EVOO and Ristorante Italiano lines were formulated to offer consumers new salad dressing options with artisan ingredients and robust flavor combinations.

“[With the new lines] we are looking to appeal to a broad consumer base, including Millennials,” says Mark Schiller, Executive Vice President and President North American Retail for Wish-Bone brand owner Pinnacle Foods. “Through our research and category leadership, we are highly aware of today’s salad behaviors and saw the opportunity to provide dressings that excite consumers to make and enjoy more salads at home.”

Brand agency Little Big Brands was instrumental in the selection of the bottle shape and label sizes, and designed the graphics for the new packaging. Says John Nunziato, Chief Creative Officer for the agency, “The Wish-Bone brand team had a vision for elevating the brand and never wavered from that goal.”

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