Categorizing bakery: Dawn Foods develops new visual signposting for easy navigation

18 Jul 2019 --- Dawn Foods is “revitalizing” its entire product portfolio, categorizing products to make it easier for customers to select the correct solution for individual applications. As part of its continued growth as a global bakery supplier, the US company’s latest product categories project involves packaging for tried and trusted products that provide consistent quality and performance, premium and category-leading high-performance products, and “better for you” products with no compromise on taste and quality.

Dawn’s product portfolio has been revamped to include the three distinct product categories or “pillars.” Packaging for each pillar will have its own distinct colorway, look and design; the design has been based on carefully researched consumer and customer feedback, according to the company.

Packs will also feature an image of the product, the product type in bold, detail on flavor and benefits and a color bar to indicate product category, together with a color-coded bottom label.

This new visual signposting has been developed to enable customers to not only easily navigate the Dawn portfolio to find the right product for their needs, but at the operator level, it aims to save storage area searching time.

While the external look is different, the quality and consistency of the products within will remain unchanged.

“As a global bakery supplier Dawn is constantly investing in providing new product solutions for bakers, but customer satisfaction is at the heart of our business. By revitalizing our portfolio, we aim to make life easier for our customers and enable them to select and use appropriate products to create exceptional bakery items and desserts,” explains Jacqui Passmore, Marketing Manager UK and Ireland for Dawn Foods.

The company is celebrating 30 years in business in the UK this year, and almost 100 years worldwide. Dawn Foods now employs more than 5,000 people internationally worldwide and has a product portfolio of more than 4,000 stock keeping units (SKUs).

The changes will be gradual with 3.5kg mixes and crèmes categories transitioning this summer and the entire current portfolio revitalized by the end of 2020.

Edited by Gaynor Selby

This feature is provided by Food Ingredients First’s sister website, Packaging Insights.

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