Packaging helps Nonni’s make it big in biscotti

By Lisa McTigue Pierce in Packaging Design on April 23, 2014

Nonni’s Biscotti is the #1 selling biscotti in America, and Nonni’s Foods LLC intends to keep it there. Its popular biscotti products are made from an original family recipe, including real eggs, butter and gourmet bittersweet chocolate that gives the biscotti a light, crunchy texture that is delicately sweet. It’s the only national brand sold coast to coast.

The company has been active in the last six months, introducing new products and improving its packaging.

- In Sept. 2013, the company added two new flavors to its popular THINaddictives product line, conveniently packaged in six pre-portioned, 100 calorie packs per box to satisfy a healthy snack-break.

- In Jan. 2014, Nonni’s Foods introduced vibrant packaging for its Biscotti grocery store packs that also reduces waste. The company removed the plastic tray from 85 percent of its Biscotti grocery cartons, reducing packaging waste by up to 17 percent.

- This month (April 2014), the company updated the packaging for its popular Biscotti Bites product line to be more eye-catching to consumers.

Patricia Bridges, brand marketing manager for Nonni’s Foods, gives Packaging Digest’s insight into the company’s packaging strategy:


What is the impetus behind Nonni’s Foods’ recent activity in introducing new products/packaging?

Bridges: As a snack industry and category leader, Nonni’s Foods is committed to on-trend flavor innovations that reflect consumer demand. We pride ourselves in catering to our customer base with innovative product developments such as greener packaging, and new products like Nonni’s Salted Caramel Biscotti and Nonni’s THINaddictives. Both are successful examples of this dedication.


In a couple cases, Nonni’s revamped its product packaging to coincide with the introduction of new flavors/products. What are the benefits for retailers and/or consumers of doing this in tandem like you have?

Bridges: We introduced more vibrant, bolder packaging for both Biscotti and Biscotti Bites product lines this year. These updates were made not only to help consumers better find their favorite, and in some cases new, Nonni’s Biscotti flavors, but also differentiate them on store shelves. Additionally, when we introduced the THINaddictives almond thins line, we focused on creating distinct brand packaging that reflected its better-for-you product attributes, while distinguishing them from our biscotti product lines in the cookie aisle.


What design trends does your packaging set in the indulgent bakery snacks market?

Bridges: The bolder colors and prominent text are eye-catching and define the Nonni’s Biscotti brand personality, as we continue to introduce new flavors to all the product lines.


What changes did you make to the Biscotti Bites packaging that makes it more eye catching?

Bridges: The new Biscotti Bites packaging includes vibrant colors, larger fonts and enhanced graphics of the product, paired with call outs to showcase Nonni’s commitment to real, quality ingredients. The dimensions and the design of the package have been optimized for consumer usage and store display.


How have the two earlier packaging changes been accepted in the marketplace?

Bridges: We continuously strive to improve our offerings based on feedback from our customers. These new packaging changes were made in response to customer feedback and requests. And overall, we think both changes have been well received by customers and retailers alike. In an effort to be more environmentally conscious, we removed the plastic tray from 85 percent of our Biscotti grocery cartons. Some consumers inquired whether removing the tray resulted in smaller Biscotti, but this is not the case. Nonni’s Biscotti are the same size and remain individually wrapped for freshness.

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