Oct 21 2011 --- NatureSweet Ltd, North America's largest grower of greenhouse tomatoes, is improving its cherry tomato packaging with a new look, while maintaining its commitment to providing the most flavorful cherry tomatoes, year round. The new package, which hit store shelves this month, offers improved product visibility, better protection and longer shelf life. Plus, it is more sustainable than the previous red mesh bag, qualifying for a No.1 recycling symbol.

"Our criteria in choosing the new packaging included the need to protect the product quality while making it a compelling, consumer-friendly option at retail," said Kathryn Ault, NatureSweet director of marketing. "We have developed a package that not only meets our specifications, but gives consumers an even better experience and enhances the family of NatureSweet tomatoes."

The clear sides and solid-colored bottom are reminiscent of the NatureSweet Cherub and NatureSweet SunBurst packaging. The concept was identified in testing as the option that had the highest familiarity and positive associations for the consumer. While the previous red mesh bags had high recognition, it did not always protect the product during shipment and retail handling, and the excessive ventilation led to the fruit spoiling more quickly.

"We listened to our consumers and retail partners," said Ault. "This new packaging aims to remind consumers that they can transform their meals with NatureSweet Cherry, the perfect ingredient tomato." More than 37 percent of fresh tomatoes are used in cooking, and NatureSweet Cherry tomatoes are preferred over any other tomato. They withstand heat in cooking to add a fresh twist and burst of inspiration to pasta, pizza and many other favorite dishes.