( Tasteful Selections )

Arvin, Calif.-based Tasteful Selections, in partnership with RPE Inc., is implementing a comprehensive rebrand of its full line of bite-size potatoes.

The rebranding effort will better align its market-leading position with organizational core values while responding to customer and consumer expectations, according to a news release.

The brand makeover, according to RPE marketing director Tim Huffcutt, includes a complete packaging redesign involving more than 100 stock-keeping units, introduction of multiple new flavors among a full lineup of mini sweet and bite-size round potato Season & Savor trays and a reconfigured website for meal inspiration as well as new packaging and merchandising solutions.

Huffcutt said in the release that consideration was given to every aspect of the Tasteful Selections brand makeover, including how color and photography help differentiate items on grocery shelves to maximize sales.

“Our retail customers understand better than anybody that, first, shoppers eat with their eyes,” he said in the release. “The Tasteful Selections bite-size potato packaging incorporates vivid colors coupled with images of simple ingredients and appetizing prepared dishes to help time-pressed shoppers transform everyday meals into family favorites.”

The packaging also emphasizes ease of preparation for amateur and professional chefs, he said.

“I cannot think of a more exciting time for Tasteful Selections,” Russell Wysocki, president of RPE, the exclusive sales and marketing partner of Arvin, Calif.-based Tasteful Selections, said in the release. “With multiple facility and acreage expansions over the last eight years and this rebrand, Tasteful Selections has become the company we all knew it could be, growing to meet demand while responding to consumer preference toward convenience items and smaller pack sizes.”

The brand launch will occur over several weeks, according to the release. 

Tasteful Selections will showcase the new look at the Produce Marketing Association’s Fresh Summit Oct. 19-20 in Orlando, Fla., at booth No. 163.