From:FoodBev Media

Salad kit brand Dole has introduced a packaging redesign to make it easier for consumers to select which one of its 47 salads is right for them.

Launching in US supermarkets in November 2017, the packaging features a unique colour for each Dole salad category, including mild basics, leafy and robust, mixers, classic kits, premium kits and chopped kits.

The redesign project included research to determine specific consumer preferences through focus groups and in-store interviews with salad buyers to provide insights in the development of the new graphics.

Dole Food Company director of corporate communications William Goldfield said: “Our salad bag redesign is the most comprehensive effort by Dole to rethink the packaged salad category in close to a decade, and is being driven both by consumer demand and the continued growth of salad as the basis of a healthier diet and lifestyle.

“Our customers told us they want a cleaner, more contemporary design that better communicates both brand and product benefits, and ultimately makes it easier to enjoy more salads and a salad-based diet.

“In response, Dole designers created a comprehensive new package design system that more clearly specifies the salad kit or blend category, plus product contents, ingredients and key nutritional benefits, while reinforcing Dole’s commitment to quality and freshness.”