Coastline Produce has begun shipping its Little Gem Hearts — a cross between romaine and butter lettuces — in a new bag design.

The resealable two-count retail bag under the Salinas, Calif.-based grower-shipper’s Leaf Ez label depicts graphics of the parent varieties and the cross in the form of an equation. The words sweet and crisp appear twice on the front, associating the product with butter lettuce and romaine respectively.

“Introducing visuals of what Lil Gem tastes like not only simplified the communication, it also gave the packaging shelf pop,” marketing manager Vivian Sotelo said in a news release.

A recipe appears on the back.

Coastline Produce launched the product for retail and foodservice in the summer of 2011. Marketing efforts have touted its resistance to blister and peal and its shelf life.

Shipments of the new two-count bag began in February. The Salinas company asked local retailers for input on its design.

The grower-shipper is slated for booth 530 at the Canadian Produce Marketing Association trade show in Toronto April 17-19.