Mann Packing Introduces 25th Anniversary Packaging Design for Broccoli Cole Slaw

Wed. September 14th, 2016 - by Jordan Okumura

SALINAS, CA - As the company reaches the 25th anniversary of its Broccoli Cole Slaw®, Mann Packing is both taking a look at the history of the product, and looking forward with the introduction of newly redesigned packaging.

From the brain of Joe Nucci at the beginning of his career with Mann Packing, the idea of creating a healthy and unique value-added product using broccoli stalks was, at first, a way to use the part of the company’s product that would otherwise go to feed livestock. Nucci then joined forces with late industry legend David Stidolph to collaborate with expert chefs who coined the term “Hearts of Broccoli.” 

Thus, Broccoli Cole Slaw was born, paving the way for other “vegetable-based” or more “nutrient-dense” salad blends such as Mann’s Power Blend and Rainbow Salad. Reflecting AC Nielsen sales data for the week ending April 2nd, 2016, Broccoli Cole Slaw is now sold in 92 percent of total U.S. retailers.

Gina Nucci (a.k.a Gina Broccolini), Director of Corporate Marketing, Mann's Packing

“To highlight the celebration of Mann’s Broccoli Cole Slaw, we’ve redesigned our packaging to reflect the 25th anniversary, and included Power Blend and Rainbow Salad in the redesign to create a Veggie Slaw destination in the value-added produce section,” explained Gina Nucci, Director of Corporate Marketing at Mann’s. “These complementary products are consumer favorites and allow for creativity and versatility in the kitchen; they go way beyond just a cold salad application. Our new packaging design calls out these multiple uses: TOSS – BOOST – SEASON.”

Through the end of the year, Mann’s is celebrating its anniversary by honoring both the history of the product and the creativity of those who cook with it. Opportunities over the next few months will include:

  • A recipe contest
  • A Girlfriends Guide
  • Trade ads
  • Newly designed packaging
  • Declaring September Broccoli Cole Slaw month (#BrocSlaw25)

Lorri Koster, Chairman and CEO, Mann Packing

"We have achieved this milestone through customer loyalty, the hard work and dedication of our employees and the innovative culture of the company,” added Chairman & CEO, Lorri Koster. “All of us are driven by the entrepreneurial spirit of our founders. Ironically, at times we find ourselves having to procure just broccoli stalks – the byproduct has literally become the product.” 

In a press release, Mann’s cites data from Nielsen (YTD ending 7/30/2016) that states the company provides the number one brand in the broccoli cole slaw segment, which accounts for 46 percent of the broccoli cole slaw volume sold at retail in the U.S. The company adds that Mann’s Broccoli Cole Slaw ranks as one of the top selling items in the fresh-cut vegetable category with 18 units per store per week, and that velocity is up 4 percent versus a year ago.

Koster continues, “The quarter of a century of success for this one item is a testament to our customers’ confidence in Mann’s, and to our culture of innovation. We can’t wait to show them what’s up next!” 

As Mann Packing continues to celebrate its anniversary over the next few months, keep checking back with AndNowUKnow for even more!

Mann Packing