MoonPie gets a makeover


CHATTANOOGA, Tenn. — MoonPie has debuted a new package design.

After nearly two decades since undergoing a packaging redesign, Chattanooga Bakery decided to completely overhaul the marshmallow cookie sandwiches brand's packaging with an emphasis on a darker shade of blue that's accented with whimsical lighter blue swirls, all creating a unique, fresh look. The company tapped The Goldstein Group to create the new design.

Chattanooga Bakery noted it is moving forward to integrate the new design in to all its MoonPie product lines.

"It had been nearly two decades since MoonPie made a major change to its packaging, so this was an important decision with strategic implications for our company," Chattanooga Bakery VP marketing Tory Johnston said. "It was time to take an honest, fresh look and to further distinguish our brand for a new generation of consumers. We love how the new packaging celebrates the night sky, overtly plays up the 'moon' part of MoonPie, and also transforms the white — which holds big brand equity for us—into a fluffy cloud."

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