When DeMet's Candy Co. acquired the True North line of all-natural nut snacks from Frito-Lay in 2010, the new owner decided the packaging could be freshened up a bit.
"We liked what we inherited in the Frito-Lay design," says Mark Eisenacher, brand manager with DeMet's. "However, we thought some color and some better product imaging would help the bags stand out on the shelf and make the flavors more discernable to customers. These were not extreme changes-we didn't want to lose any product recognition that already exists."
Eisenacher says the company aims to keep the product's 100-percent-natural message with elements like a printed background that evokes trees and mountains, and prominent listing of ingredients on the front of the pouch. The design helps underscore the wholesomeness of the snack and gives the packaging a premium feel. The pouch, produced by American Packaging Corp., consists of three layers: matte polyester, metalized polyester and a polyethylene interior.
Assisting in the True North relaunch was matrix, a digital agency that consults with national food and CPG clients in driving awareness and sales for retail products. The revamped True North packaging debuted in Summer 2011 with 5-oz pouches in stores like Walmart and H-E-B, and 24-oz pouches for warehouse retailers such as Sam's Club and BJ's Wholesale Club.
Demet's Candy added a new flavor variety-Chocolate Nut Crunch-in November. It also plans to roll out the True North snacks nationally in coming months.