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Dole redesigns packaging for salad products

Dole has redesigned packaging for its salad products in a bid to help consumers easily select different salad products.

The US-based salad kit brand is showcasing new salad bag graphics at the PMA 2017 Fresh Summit Convention & Expo in New Orleans, US.

The event is being held between 19 and 21 October.

Dole’s latest graphics are part of a new salad package design system, which will focus on driving consumers to eat more fresh fruits, vegetables and salads.

The advanced color-coded system provides a unique PMS color to the firm’s different salad products, including Mild Basics, Leafy & Robust, Mixers, Classic Kits, Premium Kits and Chopped Kits.

Dole’s redesign project involves qualitative and quantitative research to find out specific consumer preferences such as consumer preferences, likes and dislikes.

The company has developed new graphics based on in-store interviews and other face-to-face interactions with salad users.

At the event, the company will also showcase new salad kits, including Doles sweet citrus organic salad kit and Dole savory balsamic organic salad kit.

Dole Food corporate communications director William Goldfield said:  “Our customers told us they want a cleaner, more contemporary design that better communicates both brand and product benefits, and ultimately makes it easier to enjoy more salads and a salad-based diet.

“In response, Dole designers created a comprehensive new package design system that more clearly specifies the salad kit or blend category, plus product contents, ingredients and key nutritional benefits, while reinforcing Dole’s commitment to quality and freshness.”

Dole is engaged in the production and marketing of fresh fruit and fresh vegetables.

Image: New Dole salad packaging. Photo: courtesy of Business Wire.