Can Oberto turn dried meats to salty snacks?

Oberto Sausage Co. is counting on new package graphics to get consumers thinking "salty snack" instead of "dried meat" when they encounter Oberto's dried jerky in the store.

"If Frito-Lay or Nabisco came into this category, this is the package they would create," says vice president of marketing Tom Barbitta. "We think there's a big opportunity for us to grow this category by having a package that's friendly and 'snackable.'" Design work was executed by Tim Girvin Design (Seattle, WA).

Oberto, an 80-year-old Seattle-based firm, doesn't name suppliers or material specs, other than to say that the package is gravure-printed in 10 colors. The Oberto line of beef and turkey jerky comprises four flavors in four sizes. The .94- and 1.31-oz "grab-and-go" packs sell for about $2.50 each, primarily at convenience stores. "Partner packs" weighing 4 oz (shown here) are aimed at supermarkets; they come with a reclosable zipper and have a suggested retail price of $4.99. For club stores there's an 8-oz pack with a suggested retail price of $6.99 to $8.99. Oberto launched its new look nationwide on August 3.

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