Can Oberto turn dried meats to salty snacks?

"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.