Schwan’s Consumer Brands, Minneapolis, started thinking outside of the box—the pizza box that is.

That’s why its Freschetta brand pizza shed its old green-and-white packaging in favor of its original all-green “heritage” box, which hails back to when it first launched in 1996. So far, this package change had prompted product to move off the shelf 63% more quickly than last year.

“Freschetta pizza has always been a pizza the whole family loves, but consumer insights revealed that since the packaging was getting lost in the grocery freezer, shoppers were having trouble finding their favorite pizza,” says Bob Waldron, president of Schwan’s Consumer Brands. “It became evident that returning to our ‘heritage’ of all-green packaging makes the brand not only easy to see, but also reminds consumers of the brand they have loved for so many years.”

The heritage green packaging features the Freschetta brand’s color-coding system for categorizing crust type and flavor—whether it be Brick Oven or Naturally Rising, Margherita or Chicken Club.