MoonPie, the iconic Southern brand of marshmallow cookie sandwiches from Chattanooga Bakery Inc., Chattanooga, Tenn., hits store shelves across America this month with a new package design that, according to the company, is already generating solid sales growth in select accounts.


 “It had been nearly two decades since MoonPie made a major change to its packaging, so this was an important decision with strategic implications for our company,” said Tory Johnston, vice president of marketing at Chattanooga Bakery. “It was time to take an honest, fresh look and to further distinguish our brand for a new generation of consumers.”

The fourth-generation, family-owned bakery hired The Goldstein Group, L.L.C., New York, N.Y., to redesign its MoonPie’s packaging, beginning with its top-selling Minis. The new packaging features a darker blue “midnight sky” accented with light blue swirls; white cloud-like art that conveys the fluffy texture of marshmallow and adds depth to the graphic; small, white stars to complete the night-sky feel; and new size-specific badges.