Chicago-based V&V Supremo Foods Inc. announced the launch of a full packaging restage for 2020. According to the company, consumers can expect to find the same premium, authentic products in simplified packaging.
V&V Supremo said one of its first product lines to feature the new look is Mexican shredded cheese. The full shreds line, including Chihuahua quesadilla cheese, Chihuahua quesadilla cheese with jalapeño, Oaxaca cheese, Mexican three cheese and Sierra cotija cheese, will all now have a common look and feel using a simplified version of V&V Supremo’s iconic red bag. The new packaging features improved food photography that shows the product in use and a larger window, which allows for more product visibility at shelf. In addition, a color bar indicator will allow shoppers to easily differentiate among the product SKUs and enhance shopability.
Another line that will initially include the new packaging is queso fresco fresh crumbling cheese. It will remain in primarily green packaging with an added window to showcase the product. Like the shreds, it will feature simplified messaging and updated visuals for a modern, premium look, V&V Supremo said.
“The decision to refresh our packaging was a thoughtful and research-driven process to increase shopability with new consumers while maintaining brand consistency to be instantly recognizable for our existing customers,” said Gilberto Villaseñor II, chief visionary officer, V&V Supremo. “We’re excited to give our customers what they asked for, while staying true to our authentic Mexican heritage.”
The company said it tested the new packaging alongside other design options with more than 400 general market and Hispanic consumers. The final refreshed look scored the highest on purchase intent, findability, authenticity and quality. The majority of consumers said the new packaging would help them locate the products easier on shelf, and that it communicates the look of high-quality authentic Mexican products.
V&V Supremo said it will support the packaging rollout in 2020 with communication at shelf to ensure a smooth transition.