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Packaging Targets Evolving Consumer Base

Southern Recipe Small Batch’s new pork rind package design touts flavor and dietary benefits to attract both new and traditional consumers.

Pineapple and Ancho Chile pork rind package design
Pineapple and Ancho Chile pork rind package design
Southern Recipe Small Batch

Southern Recipe Small Batch’s new package design addresses new consumer priorities while continuing to attract its current base.

The Ohio-based CPG refreshed its full pork rind lineup’s design, totaling seven distinct packages. The redesign aims to improve brand recall and highlight key product features that attract a wider audience, a Southern Recipe release says.

“The humble pork rind deserves to be elevated, and that’s exactly what we’re doing with this brand refresh,” Mark Singleton, Vice President of Sales and Marketing for Southern Recipe Small Batch, says in the release.

This redesign addresses a greater consumer focus on dietary benefits, attracting an audience beyond the pork rind category’s typically male base. “Shoppers are finding our products as a low carb and Keto-friendly option,” says Kathryn Amatriain, director of marketing at Southern Recipe parent company Rudolph Foods. “With this new shopper base, we now have more females buying pork rinds.”

The redesigned packaging attracts this new consumer with prominently displayed dietary claims, including a gluten-free mark, collagen content, and low carbohydrates per serving.Spicy Dill Pork Rind Package DesignSpicy Dill Pork Rind Package DesignSouthern Recipe Small Batch

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