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Packaged Salad Brand Refreshes Package Design

Fresh Express' packaging redesign for salad blends is clean and contemporary




WITH EYE-CATCHING DESIGNS, which feature revised artwork and graphics, Fresh Express debuts refreshed packaging for its Garden, Premium Garden, Crunchy and Tender Leaf salad blends products. The new packaging designs aim to increase consumer appeal and purchase interest, and in independent qualitative and quantitative research, a whopping 86% of consumers said the updated look feels “fresh.”

The new packaging includes elements such as a larger window for improved ingredient visibility, product segmentation on pack and a more prominent freshness use-by date. These features help the product line stand out on-shelf and support the brand’s core mission of delivering the freshest product, conveniently. Other benefits of the new packaging include a 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,” says 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.”

With fresh salads available in more than 150 different varieties, Fresh Express is known for its variety, value and convenience, which resulted in significant year-over-year sales growth in 2020. The new Fresh Express packaging is available now in the refrigerated produce department at retailers in the United States and Canada. This is 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,” said Fabian Pereira, vice president of marketing and innovation at Fresh Express. “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.”


Linda Casey is the editor-in-chief of BXP.

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