The Bob Evans Farm has launched redesigned packaging for its popular food products line, after months of rigorous research and consumer testing.
The packaging now carries a cleaner, more contemporary look to make the brand more relevant to its audience and prominently displays both the Bob Evans logo and the iconic Bob Evans barn. This not only makes the brand more noticeable to shoppers, but reminds them of a key differentiator for the company—its rich farm heritage.
As product distribution grows stronger and grocery store shoppers become more familiar with Bob Evans food products, the company felt it was important for the brand to leverage its expansion through a revitalized presence on grocery store shelves.
"Superior quality and taste is extremely important to us," says Mike Townsley, president of BEF Foods Inc., a wholly-owned subsidiary of Bob Evans Farms Inc. "It's something we strive for not only because it was so important to our founder, but because our consumers have come to expect it. Our new packaging communicates our commitment to farm-fresh goodness and we will continue to deliver on that promise with convenient meal solutions for our consumers."
Another objective of the new packaging is to unify the brand's various products under one design umbrella. The "farm-fresh goodness" pledge displayed on the packaging meets this goal by tying the brand to the heritage of the Bob Evans Restaurants division and serving as a reminder that the brand is dedicated to quality and satisfaction at all levels. This is especially important as Bob Evans continues to gain distribution farther from its restaurant locations.
Although the overall look will be consistent, consumers can expect clear product segmentation on the new packaging to improve their shopping experience. Classifications such as Bob Evans Oven Bake, Everyday Classics, Flavorful Selections and Seasonal Favorites will be featured on the packaging with different color enhancements to make product selection easier and highlight the brand's variety.
Throughout the design process, concepts were tested nationally and consumer feedback helped to narrow the focus to two finalists. Loyal Bob Evans consumers then helped to determine the selected direction. All products are expected to show off the fresh look by late June and will be followed by a new Bob Evans advertising campaign which will include exposure on both television and in print.
"We didn't take this process lightly—a lot of research and insight went into the final design," adds Townsley. "We believe this packaging change is a win not only for consumers but for our retail partners as well."
Source: Bob Evans Farms Inc.