Schwan's Co., Marshall, Minn., announced that its Freschetta pizza brand is undergoing a re-launch in 2018.

The brand re-launch will start with new packaging designs in late 2017. The new Kitchen Fresh Pizza packaging will be seen across the entire Freschetta product line, which includes Naturally Rising, Brick Oven, Gluten Free and Whole Grain Crusts. Freschetta’s new packaging includes a single shot of all the ingredients and packaging elements together, creating an authentic feel. 

Before making this change, the Freschetta brand team completed extensive consumer research, where consumers communicated things such as “Authentic” and “Fresh, Modern, Simple, Visible Ingredients.”

“Freschetta is a great-tasting pizza with an awesome ingredient story, but we’ve heard from consumers that they’d like to see more brand personality,” says Brian Van Otterloo, director of pizza marketing for Schwan’s Consumer Brands, Inc. “This packaging update is our first step toward reinvigorating the brand to make it more appealing and noticeable to consumers who don’t already know how delicious Freschetta pizza is.”

The new packaging launched in late November, and will be fully transitioned to the new look on shelf by Super Bowl.

Meanwhile, the brand’s Artisan Crust Pizza was renamed Whole Grain Crust. The formulation and ingredients remain the same, however, the brand wanted to better communicate the benefits of the crust.