Packaging Digest is part of the Informa Markets Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Crunchy snack brownies debut chic new packaging

Crunchy snack brownies debut chic new packaging

Sheila G's Brownie Brittle is unveiling sleek new packaging this summer that offers a fresh, sophisticated look. It is debuting in Costco in a 16-oz stand-up pouch (shown) and will roll out to other retailers in late June. The upscale new packaging marks the continuation of an exponential new era for the once small-scale chocolate treat.

“The art deco-inspired design and matte metallic finish were developed to improve shelf appeal, contemporize the brand, and help differentiate the flavors within the product line,” Chris Pruneda, chief marketing officer, Brownie Brittle tells Packaging Digest. “The new design also provides a brand platform for Sheila G. to introduce new flavor and product innovations.  The uniqueness of our new design will help consumers easily identify new Sheila G. products and flavors to come.”

Key changes from the previous design, which had been in use for the past three years, according to Pruneda:

  • The product photography was reshot for all flavors in order to feature the product in a stack arrangement. This arrangement helps the consumer fully understand Brownie Brittle’s product proposition – a chocolate brownie in a thin artisan cookie format. It is like eating the crispy edge of a gourmet brownie.
  • Each flavor is delivered in a flavor indicating matte metallic color, with a custom flavor inspired watermark, and a dramatic top to bottom gradient which draws the eye down to a “knocked-out”, gloss finished product shot. The “120 calorie per serving” tab and flavor tab are also knocked-out gloss for visual impact.

The newly designed packaging is being printed through a new arrangement with Emusa Peru S.a.c. ( and exported to Dama Packaging and Export Inc., Miami, FL. The packaging uses 8-color flexographic printing on PET/metallized PET/low-density polyethylene.

Pruneda credits Ammirati ( for the new design. Reproducing the package vision by Ammirati and Pruneda involved printing a multi-layered, gradating, metallic substrate, with matte and knock out gloss finishes. “That proved to be quite a challenge at the printer press,” Pruneda adds."Ammirati and the Brownie Brittle design and operational teams worked tirelessly to accomplish this cutting edge design and print project".

One of the key consumer benefits in the redesign is that Brownie Brittle decided to add 25 percent more product to the core grocery 4-oz bag at no increased cost to the company’s consumers and trade partners.

“Now consumers can buy a 5-oz bag of Brownie Brittle at the same great suggested retail price of $3.99,” says Pruneda. “While we believe our product is ultimately enjoyed by the whole family, women aged 25-54 are the core target consumer for Brownie Brittle,” he says.

The product is available in four pack sizes: 5oz is the core grocery package, 16oz is the core club package and 2- and 1-oz packs are sold for on-the-go/single-serve indulging.

Hide comments


  • Allowed HTML tags: <em> <strong> <blockquote> <br> <p>

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.
Multigenerational Workforce

In today’s workplace, five generations are actively employed. In this free ebook, learn how to leverage the strengths of each generation in your packaging department.