Krusteaz turns to new packaging for pancake and bake mixes

by Eric Schroeder
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Krusteaz new packaging
Krusteaz is undergoing a packaging refresh.

SEATTLE — Continental Mills, Inc. is bringing bolder graphics to its Krusteaz line of pancake and bake mixes as part of a packaging refresh debuting this fall across more than 70 stock-keeping units.

The company has partnered with Tether, a creative agency based in Seattle, to introduce packaging that uses visual elements to communicate brand messaging. In addition to new packaging, Continental Mills said it will use shelf talkers to accompany the product release.

“Unveiling this new packaging is the first step in bringing our brand strategy to life,” said Melissa Washko, director of marketing for Continental Mills. “We will further communicate Krusteaz brand equity, using this design system to make the brand mark more easily recognizable across all touchpoints to help convey our point of difference to consumers.”

Krusteaz new packaging
The company partnered with Tether to introduce packaging that uses visual elements to communicate brand messaging.

Before going to market, Continental Mills said it engaged in multiple research efforts over an 18-month span, including traditional and non-traditional neuroscience research, to determine the new packaging’s potential impact.

Tether and Continental Mills relied on consumer insights and science to confirm the new packaging was generating the positive responses expected from both their customer base and potential switchers. The resulting data was actionable, according to Continental Mills, confirming that the new design was on strategy.
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