
Newman’s Own food company, founded by beloved actor and racecar driver Paul Newman, is renowned for its philanthropy; 100% of its after-tax profits are donated to the Newman’s Own Foundation, a private non-profit created to nourish and transform the lives of children facing adversity. Since 1982, when the company was launched, more than $570 million has been donated to children’s causes.
![]() | Watch this video on how Vital Farms’ personalized its egg packaging with its ‘Vital Times’ newsletter. |
With its new packaging design, the first examples of which debuted in September, Newman’s Own is bringing the impact of the brand to life by featuring profiles of some of the children who have benefitted from the company’s mission. Now included on the back of the packaging for four of its Thin & Crispy pizza varieties are photos and stories of six of the children who have attended Paul Newman’s SeriousFun Children’s Network (SeriousFun) camps, a community of adaptive summer camps for kids with serious illnesses.
Packaging Newman’s Own’s Margherita Pizza features siblings Gabe and Angelica from Florida.
The children highlighted include siblings Sarah and Akeem from New York, who appear on the box for Italian Sausage & Uncured Pepperoni Pizza; Clayton from North Carolina on the Uncured Pepperoni Pizza box; siblings Gabe and Angelica from Florida, on the Margherita Pizza box; and Sophie from Ohio on the packaging for Four Cheese Pizza. Accompanying each story is a QR code consumers can scan to access video interviews with the children featured on-pack. Through next summer, Newman’s Own will roll out the rest of its pizza packaging as well as packaging for other product categories, primarily lemonade, cookies, coffee, and dog treats, with more profiles, as space allows.
Siblings Sarah and Akeem from New York are featured on the box for Italian Sausage & Uncured Pepperoni Pizza.
![]() | Read related story on how Kashi cereal boxes used stories of its ingredient suppliers on the back panel. |
The new design has been updated with a primary color palette that is said by Malcolm-Manyara to be a bright, optimistic take on the original brand colors. “The teal on-pack is distinctive, unexpected, and fresh, complemented by a sunshine yellow to bring contrasting color into the primary palette,” she explains. “The secondary palette is fresh, vibrant, and expressive. It is inspired by natural ingredients and food to celebrate Newman’s Own delicious products. Its feel-good illustrations, inspired by ingredients in its food products and the passions of kids featured on the back of pack, provide additional interest, playfulness, and connection to both Newman’s Own delicious food and the children featured on pack.”
Sophie from Ohio is featured on the packaging for Four Cheese Pizza.
Since the pizza boxes were unveiled in September, Malcolm-Manyara says that consumer feedback to the new design has been very positive. “As a few examples, one consumer said ‘Your new branding is so fun! We (hear emoji) all your products!’ One even quipped, ‘Did Mr. Newman recently get super-hot, or do I need to get out more beyond the grocery store?,’” she shares. “Of course, we think everyone would agree Paul Newman was always very good looking, but we appreciate the sentiment in regards to the new logo.”