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Holland’s to redesign pie products packaging

UK-based pies and pastries producer Holland's is all set to revamp packaging across its frozen, chilled, hot food to go and stadia pie portfolio.

The company introduced new logo, bolder colored packaging, serving suggestions through photography and new on-pack messages.

The pie maker is expected to launch the new packaging in phases starting from November 2013 that will feature color coding to help consumers identify the flavor varieties.

Holland’s spokesperson David Girdler said the company wanted to create a fresh new look, while still keeping hold of the brand’s traditional heritage.

"We want to ensure the Holland’s brand continues for the next 162 years and remains relevant for today’s consumer," Girdler added.

Holland’s also plans to improve the quality of chilled line packaging by replacing the clear wrappers with a metallic film that would offer better appearance.