Sargento looks to wine for cheese-packaging update

Sargento Foods has given the packaging for its large line of cheeses a new look. The 52-year-old leader and innovator of shredded and sliced cheeses decided the time was right for a graphic update. The result of a two-year research initiative to more deeply communicate brand identity and create more visual appeal in the cheese case, the changes apply to the entire product line of shredded and sliced cheeses and cheese snacks in flexible barrier-film pouches, canisters and cups. Targeting busy moms who want dinner in less than 30 minutes, Sargento is also seeking to deepen its relationship with consumers who like to cook and view it as creative expression. Milwaukee-based design firm Hare Strigenz Design (www.hare-strigenz.com) helped Sargento create a burgundy-wine color scheme with scenic illustrations that help the proprietary, multilayer film packs stand out. Alcan, Inc. (www.alcan.com) and Curwood (www.curwood.com) flexo-print most of the packs in up to eight colors. They began shipping in November.