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Krusteaz brings new look into the baking aisle


SEATTLE -- Krusteaz is setting itself apart from competitors in the baking aisle by introducing a new package design that aims to better connect emotionally with consumers.

As the largest brand at Continental Mills Inc., Krusteaz says the new packaging also aims to articulate a new brand platform reflective of current trends, to increase its relevancy among a wider audience and to strengthen its challenger-brand status.

“When shopping the grocery aisle, a consumer typically has three seconds to understand what a brand is trying to communicate. This message is usually conveyed through just three or four visual elements,” said Tether’s Executive Creative Director Steve Barrett.

Recognizing that social platforms (such as Pinterest and Buzzfeed’s Tasty videos) and television shows (such as The Great British Bakeoff and Masterchef) are ushering in a return to baking as a fun and fulfilling pastime, Krusteaz says it initiated a rebrand to make its promise—its ability to increase human-connection, creative expression and feelings of childhood nostalgia—clearer to consumers.

Krusteaz's new look uses photography to evoke the warm feelings associated with eating baked goods is the first in a series of consumer touchpoints to propel the brand forward. Shelf-talkers will also accompany the new product release. 

Consumers can expect to see the new packaging in major grocery stores nationwide throughout fall 2016.

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