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Butterball Overhauls Brand, Redesigns Packaging, Launches New Line, and More

Butterball Overhauls Brand, Redesigns Packaging, Launches New Line, and More


GARNER, N.C.
Tuesday, August 28th, 2018

Everyone loves a good summer glow-up and coming in as this year’s top contender is iconic turkey brand Butterball. After undergoing its biggest brand refresh in its 60-plus-year history, Butterball is launching new product offerings, consumer-friendly labels, new product packaging, and new consumer campaigns to stay on top of evolving consumer demands.

Bill Klump, Chief Marketing Officer, Butterball“As consumers’ preferences for more natural, healthier products increase, we are simultaneously improving our products, labels, processes, and ingredients to reflect what consumers expect from their protein choices,” said Chief Marketing Officer Bill Klump. “We want consumers to know exactly what is in or not in the products of their trusted turkey brand, and we let that insight drive what we call out on the package.”

According to a press release, a recent national consumer survey reported that among all U.S. consumers who purchase turkey, more than one-third agree that “all-natural” product benefits are important to them when purchasing turkey products, with 60 percent of consumers agreeing they “make food choices based on what’s healthiest” and 80 percent saying they “making food choices based on what tastes best.”

As part of its brand refresh, Butterball took that survey information and ran with it, working to improve the flavor of the company’s existing naturally healthy retail products while also limiting unhealthy ingredients. This led Butterball to create an all-new, minimally processed product line, All Natural, which touts no hormones or steroids, no nitrates or nitrites, and no artificial ingredients. The new line includes items like Smoked Sausage, Turkey Bacon, Breakfast Sausage, Frozen Turkey Burgers, and Turkey Meatballs—set to roll out nationwide.

Butterball also expanded Premium Deli line by Butterball brand to include new turkey breast flavors like Cajun, Cracked Pepper, and Deep Fried, and new chicken breast flavors like Buffalo.

The new All Natural line includes items like Smoked Sausage, Turkey Bacon, Breakfast Sausage, Frozen Turkey Burgers, and Turkey Meatballs

Both of these lines also now feature new contemporary looks that place the nutrition labels and clean ingredient information front and center. The company noted in a press release that the new packaging design makes Butterball products easier to shop for and elevates what consumer insights reveal as the biggest motivators for purchasing a product.

In addition to the new look, Butterball is launching updated social and digital promotions and TV advertising that includes a reoccurring presence in Food Network Magazine and Pioneer Woman Magazine.

Jeff Mundt, Vice President of Research, Development, and Innovation, ButterballThe Butterball team also added Jeff Mundt to its roster to continue its quest to meet shifting consumer needs with innovation. Mundt will take on the newly created role of Vice President of Research, Development, and Innovation, bringing his more than 25 years of experience in food innovation and brand, product, and pipeline development to the table. He most recently worked for The Hershey Company.

As consumers’ preferences for more natural, healthier products increase, Butterball is improving its products, labels, processes, and ingredients to reflect what consumers expect from their protein choices

“We have a significant growth opportunity to build out our product portfolio through aggressive, thoughtful innovation efforts, and we need a champion to head that initiative and drive our brand,” Klump said about Butterball's latest hire. “Our research has shown that consumer needs have changed, even among those we consider to be our core consumers. The product as we know it isn’t as relevant with consumers as it once was. We created this position, equipped Mundt with a dedicated team, and carved out resources with the specific focus of looking for new business that might not exist today.”

For more of the latest refreshes, rebrands, and new product lines sweeping through the deli, dairy, bakery, and specialty food spaces, stay tuned to Deli Market News.

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