Natural Delights® Medjool Dates Dramatically Improves Shelf Impact With Totally New Look
- by Kayla Webb
YUMA, AZ - Making as big of a statement as a fish walking out of water, Natural Delights® is debuting what it has deemed the next evolution in the Medjool date category. This next cycle of dates features a brand-new label design for the Natural Delights brand of products that’s as big, bold, and beautiful as Charles Dar—I mean, the Natural Delights brand.
“As we brought new shoppers into the category through our consumer marketing programs, we needed to harmonize the brand’s in-store presence with our outward facing consumer communications and support the distinct needs of our new audience. Thanks to our work over the last two years, the Natural Delights brand now represents 88% of the entire Medjool date category, which is enjoying a 31% YOY increase in unit sales velocity,” said Bard Valley Date Growers’ Director of Marketing Erin Hanagan-Muths.
According to a press release, Natural Delights’ new look is a result of a year-long research and development partnership with Nielsen to identify the best performing label graphics and on-pack messaging that are attracting attention and bringing new consumers into new categories. The research process, which included Eye-Tracking analysis and more, determined key performance metrics, like the fact that the new label dramatically outperforms its predecessor in every packaging performance metric category—On-Shelf Visibility, Competitive Share of Attention, and Consumer Preference. Other key performance metrics included:
- 202% More Share of Attention VS Old Design
- 165% Higher Consumer Preference Among Health-Conscious Females
- 167% Higher Consumer Preference Among Millennial Moms
“Not only is our new look beautiful, but it’s backed by powerful research. Nielsen helped us optimize every detail of our on-pack messaging and reaffirmed that statements like 'No Additives' and 'No Pesticides' contributed significantly to increased purchase intent among younger shoppers,” continued Hanagan-Muths.
The new label is also a triumph that depicts Natural Delights’ birthplace, Bard Valley, California, paying homage to its place of origin with illustrations and color variation depending on the SKU.
The new labels will begin shipping this January in coincidence with an all-new consumer media campaign that includes digital programmatic advertising and key partnerships with consumer influencers and media outlets like PopSugar Fitness, MindBodyGreen, Parent’s Magazine, UnderArmour, Bicycling Magazine, Runner’s World, and Men’s Fitness.
For more new looks, packaging, and products you should keep your eye on in 2019, stay tuned to AndNowUKnow.