Dive Brief:

• Del Monte Foods has rolled out a new brand logo and more modern packaging.
• The new designs feature the tag line "Garden Quality" and images of fresh-grown produce.
• The packaging also mimics that of actual fresh produce by highlighting regional features, i.e., "California tomatoes" and "Northwest pears."

Dive Insight:

The packaging re-boot comes as Del Monte Food continues to struggle with sagging sales in its consumer foods unit. Market rumors persist that the company will sell the food unit and concentrate on pet foods. Such a spin-off seems likely to us. The packaging redesign is well-done, carefully crafted and clearly on-message. But it seems unlikely it will be enough to arrest the decline in sales.