- When Pinnacle Foods debuted two new premium lines of Wish-Bone salad dressings last month, it did so with distinctive packaging. The move was a huge stretch and the first innovations for the brand in 10 years, and the first since Pinnacle acquired Wish-Bone from Unilever in 2013.
- E.V.O.O. is positioned in the better-for-you salad dressing line. The label is small and die-cut to showcase the herbs, and other ingredients through the rest of the bottle's clear packaging.
- The Ristorante Italiano line takes a cue from Italian restaurants and uses artisan ingredients, with images displayed prominently on the wraparound label. These are meant to evoke imagery of classic Italian restaurants and ingredients.
The key to these new lines and packaging is a focus on ingredients. Wish-Bone is pushing the quality of its ingredients as a selling point.
The label designs, from backdrop and images to custom typography, are clean and simple.
Mark Schiller, EVP and president of North American retail for Pinnacle Foods, told Packaging Digest the brand was targeting a wide consumer base, including millennials. With these two new lines, the brand adhered to three principles: "shelf breakthrough, clarity of flavor and dressing type, and simple, straightforward communication of premium, chef-inspired dressings."