Saffron Road will unveil redesigned packaging during the Specialty Food Association’s June 25-27 Summer Fancy Food Show at the Jacob Javits Convention Center in New York City. The new look, which will debut this autumn on all product lines ranging from frozen entrees to plant-based protein snacks sold in retail stores across the USA, is the result an extensive consumer research project commissioned by the Stamford, Connecticut-based company last year.
Anchored by a deep purple brand mark with swirling scrolls, the updated packaging introduces a contemporary look using bold colors and attractive, intricate patterns which evoke the history-rich cultures that Saffron Road draws its recipes from – places like Thailand, India and Mexico. Of special note, consumers can see what ingredients – such as smooth poblano peppers, rust-colored turmeric and protein-rich green lentils – go into each dish by viewing the side panel of entrees.
Adnan Durrani, chief executive officer and founder of American Halal Company, Inc., which wholly owns the Saffron Road brand, elaborated: “During FY2016, we engaged a boutique branding agency to conduct numerous consumer ethnography interviews, multiple focus group sessions, in-store shop-alongs, and home visits in more than three national regions. The key here was to determine our brand’s ‘sweet spot’ in order to scale our growth into a larger mainstream consumer base, while remaining solidly positioned with our passionate core Saffron Road consumers, who are inspired by our sustainable values and culinary excellence. This insightful research resulted in a livelier, more colorful, hip design for our logo.”
“Saffron Road debuted nationally in July of 2010 in Whole Foods stores as the world’s first halal-certified, antibiotic free and humanely raised entree,” said Jack Acree, executive vice president. “We have since become the fastest growing natural frozen food brand, as well as a leading natural snack producer, faithfully recreating regional recipes from over eight different cuisines. Our revamped packaging brings focus to the stellar quality standards and the authentic culinary excellence we have always held ourselves to.”
Saffron Road will be showcasing and offering sample tastes of a wide assortment of its globally-inspired products, which include Sesame Ginger Salmon Bowls with white rice and Chicken Enchiladas Poblano with black beans and garlic sauce. Stop by Booth 5235 to check out the full menu.
