Little Debbie gets new look

by Eric Schroeder
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COLLEGEDALE, TENN. — McKee Foods Corp. has rolled out a new Little Debbie logo, only the third time a change has been made to the iconic logo since the Little Debbie brand was introduced in 1960.

The new logo should start appearing on Little Debbie cartons over the coming months as McKee Foods’ independent distributors stock store shelves with freshly baked snacks.

McKee said the new logo is still based on the original photograph of Debbie McKee-Fowler, executive vice-president of the company. Ms. McKee-Fowler, who is the granddaughter of the founder, O.D. McKee, was three-and-a-half years old when the first logo was introduced.

Here are some of the changes that have been made to the Little Debbie logo:

•Little Debbie’s auburn hair is darker and has fewer curls.
•She’s wearing a more updated plaid shirt with a rounded “Peter Pan collar.” (She wore a lace-embroidered pointed collar before.)
•She’s still wearing the straw hat, but the hat string — which is called a “stampede string” — was removed.
•The red ribbon, with the name Little Debbie on it, also now has a more contemporary style.

“The previous logo looked a little dated, so it was time for a minor makeover,” said Chris McKee, executive vice-president of marketing and sales for McKee Foods. “We opted to make subtle changes because we wanted to keep the same wholesome look that was based on an original portrait of my cousin, Debbie McKee-Fowler.”

After launching in 1960, Little Debbie did not redesign its original logo until 1985. The new logo change for 2013 took a year to complete and required 16 different renderings, McKee said. Ms. McKee-Fowler approved the logo redesign herself.

“I love the new look,” she said. “We thought it was best to make subtle changes as opposed to dramatic changes.”

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READER COMMENTS (1)

By mikeee 5/20/2013 4:44:05 PM
Big deal.. junk food snack cake peddler changes logo.