Bob Evans unveils redesigned food packaging
May 18, 2011
by Bryan Salvage
COLUMBUS, Ohio — After months of conducting research and consumer testing, Bob Evans Farm packaging redesign for its food products line is being rolled out. Company executives say the redesigned packaging carries a cleaner, more contemporary look to make the brand more relevant to its audience.
The packaging now prominently displays both the Bob Evans logo and the iconic Bob Evans barn.
“Our new packaging communicates our commitment to farm-fresh goodness and we will continue to deliver on that promise with convenient meal solutions for our consumers,” says Mike Townsley, president of BEF Foods Inc., a wholly-owned subsidiary of Bob Evans Farms Inc.
Unifying the brand’s various products under one design umbrella was another objective of the new packaging. The “farm-fresh goodness” pledge displayed on the packaging meets this goal by tying the brand to the heritage of the Bob Evans Restaurants division and serving as a reminder that the brand is dedicated to quality and satisfaction at all levels, company officials said. This is especially important as Bob Evans continues to gain distribution farther from its restaurant locations.
While the overall look will be consistent, consumers can expect clear product segmentation on the new packaging to improve their shopping experience. Classifications, such as Bob Evans Oven Bake, Everyday Classics, Flavorful Selections and Seasonal Favorites, will be featured on the packaging with different color enhancements to make product selection easier and highlight the brand’s variety.