V&V Supremo Foods, Inc., Chicago, announced plans to launch a full packaging re-stage in the New Year.
The first three product lines to feature the new look include:
Mexican Shredded Cheese in Q1 2020. The full shreds line, including Chihuahua Quesadilla Cheese, Chihuahua Quesadilla Cheese with Jalapeño, Oaxaca Cheese, Mexican 3 Cheese and Sierra Cotija Cheese, will all now have a common look and feel using a simplified version of V&V Supremo’s iconic red bag. While improved food photography shows the product in use, an increased window allows for more product visibility on the shelf. In addition, a color bar indicator will allow shoppers to easily differentiate among the product SKUs.
Queso Fresco Fresh Crumbling Cheese, scheduled to release in Q2 2020, will remain in primarily green packaging with an added window to showcase the product. Like shreds, it will feature simplified messaging and updated visuals for a modern, premium look.
Pork Chorizo, targeted for a Q2 2020 release, will highlight key claims and leverage strong food photography to show the product in use.
“The decision to refresh our packaging was a thoughtful and research-driven process to increase shopability with new consumers, while maintaining brand consistency to be instantly recognizable for our existing customers,” says Gilberto Villaseñor II, chief visionary officer. “We’re excited to give our customers what they asked for, while staying true to our authentic Mexican heritage.”
The company tested the new packaging alongside other design options with more than 400 general market and Hispanic consumers. The final refreshed look scored the highest on purchase intent, findability, authenticity and quality. The majority of consumers said the new packaging would help them locate the products easier on shelf and communicates the look of high-quality authentic Mexican products.