Company: Schwan's Company
Introduced: December 2017
Suggested Retail Price: $6.99
Product Snapshot: Freschetta is excited to announce the re-launch of the brand in 2018 to delight consumers and bring more personality to the brand. The brand re-launch will start with introducing all new packaging designs in late 2017. The new Kitchen Fresh Pizza packaging will be seen across the entire Freschetta product line which includes Naturally Rising, Brick Oven, Gluten Free and Whole Grain Crusts. Freschetta’s new packaging was shot by using a unique, one shot approach style, in which all of the ingredients and packaging elements are shot together creating an authentic feel. The clean look of the packaging and the call out of the fresh ingredients will set Freschetta apart from the competition in the frozen pizza shelf sets at the supermarket.
Before making this change, the Freschetta brand team completed extensive consumer research and consumers have said the new packaging communicates things such as, ”Authentic” and “Fresh, Modern, Simple, Visible Ingredients.”
“Freschetta is a great tasting pizza with an awesome ingredient story, but we’ve heard from consumers that they’d like to see more brand personality,” said Brian Van Otterloo, director of pizza marketing for Schwan’s Consumer Brands, Inc. “This packaging update is our first step towards reinvigorating the brand to make it more appealing and noticeable to consumers who don’t already know how delicious Freschetta pizza is.”
The new packaging launched in late November and will be fully transitioned to the new look on shelf by Super Bowl.
With the launch of the new packaging, the brand’s Artisan Crust Pizza has been renamed Whole Grain Crust. The formulation and ingredients remain the same, however, the brand wanted to better communicate the benefits of the crust and felt the more universal reference to whole grain would sit better with their consumers.