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White Castle revamps sliders package design


For those who prefer to pick up their White Castle burgers at their local grocery store, they’ll soon notice a brand-new look to their favorite sliders.

The fast-food restaurant chain announced that its sliders sold in grocery and retail stores across the nation will be sporting a new sleek design with clean lines and bold colors to create consistency across its portfolio of products.

“This package refresh proclaims ‘tasty,’ and we love the fact that it coincides with our 100th birthday,” said Jamie Richardson, vice president at White Castle. “For a family-owned business spanning four generations, we’re always looking for new ways to respond to our customers' preferences and satisfy their crave.”

In addition to rolling out a new package design, boxes of the frozen hamburgers also are set to feature the new “Easy to heat, fun to eat,” tagline, the Columbus, Ohio.-based company said.

“The retail division represents about 25% of White Castle’s total sales, and we had another strong year in 2020,” said Tiffany Carreker, general manager and vice president of sales for the division. “In a year of gains for many CPG brands, our growth outpaced the category by 8%. We've seen steady growth year after year, to the point where our retail business today is more than double the size it was in 2010.”

Consumers will notice the new design and logo across all packages of its sliders by March.  

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