Fresh Express rolls out new packaging
Orlando-based Fresh Express is introducing new clean and refreshed packaging for its Garden, Premium Garden, Crunchy and Tender Leaf salad blends products, according to a news release.
The new eye-catching design features revised artwork and graphics.. The release said the updated looks aims to increase consumer appeal and purchase interest. In fact, in independent qualitative and quantitative research, the release said 86% of consumers polled said the updated look feels “fresh.”
The new packaging includes elements like a larger window for improved ingredient visibility, product segmentation on pack and a more prominent freshness use by date according to the release. Together, those elements will help the product line stand out on-shelf and supports the brand’s core essence of delivering the freshest product, conveniently. Other benefits of the new packaging include the addition of the brand’s non-GMO claim and bilingual copy on most SKUs.
“Over the years, consumers have come to trust our freshness, quality and unique products, so it was important that our new packaging clearly communicate these key brand attributes,” Michael Golderman, marketing brand leader at Fresh Express. “Our packaging design is cleaner and simpler than previous iterations – allowing the fresh ingredients, which are the star of every single Fresh Express product, to shine.”
Fresh Express offers fresh salads available in more than 150 different varieties, according to the release.
The new Fresh Express packaging is available now in the refrigerated produce department at retailers the U.S. and Canada, the company said, and it represents the final phase of the brand’s packaging refresh project which began in 2017 with Fresh Express Organics, followed by the Fresh Express Kit and Chopped Kit refresh in 2018.
“We began this broader redesign effort four years ago to underscore that Fresh Express offers products that are consistently, deliciously, fresh and provides a strong brand block at retail,” Fabian Pereira, vice president of marketing and innovation at Fresh Express, said in the release. “We look forward to continuing to find ways to innovate our brand and product lines to ensure consumers receive a premium experience at every turn.”
