Uncle Ben's Launches Sauce Label Re-Design

The new packaging is intended to improve navigation on shelf to draw attention to the full range, and bring lighter, fresher colours to displays to significantly improve the perceived naturalness of the sauce range in a modern and accessible way.

30/11/2007 The move demonstrates Mars Foods’ commitment to meet consumers evolving expectations of the brand. This has also included the recipe upgrade of a number of key lines, including Mexican Chilli in February 2007.

Now including new and modern recipe suggestions, improved taste descriptors, contemporary branding, a fresh food photo and Guideline Daily Allowances (GDAs), the re-design marks an investment to developing the Uncle Ben’s brand to meet evolving consumer trends.

Research conducted by Uncle Ben’s found that whilst consumers considered its packaging to have impact and wanted to retain the emblematic orange top across the range they did not know the Uncle Ben’s range was so extensive, and could not easily navigate the products on shelf.

The new packaging is intended to improve navigation on shelf to draw attention to the full range, and bring lighter, fresher colours to displays to significantly improve the perceived naturalness of the sauce range in a modern and accessible way.

The re-design has provided opportunity to add GDAs to the front of pack for all Uncle Ben’s sauces. Ann Thurston, Brand Manager, Uncle Ben’s Sauces comments: “We want to have full transparency with our consumers on the nutritional values of recipes so people can make informed choices for themselves and their families.”

Suzanne McFarlin, Customer Marketing Manager, Mars Food comments: “A key trend in food, that has shaped Uncle Ben’s approach over the past couple of years, is consumer demand for tasty, healthy recipes and simple, honest labelling. Our research shows that the new design will meet these consumer needs and there will be continued focus on these throughout 2008 and beyond.”