The container matters and that is demonstrated by new Dole salad packaging. Announced October 18, 2017, Dole is rolling out new salad bag graphics designed to make it easier for millions of salad buyers to select which of the 47 Dole Salads is right for them, as part of a nationwide trend toward healthier eating and increased consumption of fresh fruits, vegetables and salads.
Launching in U.S. supermarkets in November 2017, the refreshed graphics are part of a comprehensive new salad package design system being unveiled at PMA 2017 Fresh Summit Convention & Expo this October 2017 in New Orleans.
"Our salad bag redesign is the most comprehensive effort by Dole to rethink the packaged salad category in close to a decade, and is being driven both by consumer demand and the continued growth of salad as the basis of a healthier diet and lifestyle," said William Goldfield, director, corporate communications, at Dole Food Company.
According to Goldfield, consumer preferences within the packaged salad segment have evolved significantly since the first Dole Salad was introduced in 1993 – and throughout the launch and extension of Dole's pioneering Chopped Kits, Blends and Organic lines over the years.
"Our customers told us they want a cleaner, more contemporary design that better communicates both brand and product benefits, and ultimately makes it easier to enjoy more salads and a salad-based diet. In response, Dole designers created a comprehensive new package design system that more clearly specifies the salad kit or blend category, plus product contents, ingredients and key nutritional benefits, while reinforcing Dole's commitment to quality and freshness."
The foundation of the redesign is a unique, color-coded system that assigns a unique PMS color to each Dole Salad category, including Mild Basics, Leafy & Robust, Mixers, Classic Kits, Premium Kits and Chopped Kits.
Dole's redesign project included extensive qualitative and quantitative research to determine specific consumer preferences, likes and dislikes. Focus groups, in-store interviews and other face-to-face interactions with salad users and Dole's retail partners also provided critical insights in the development of the new graphics.