Betty Crocker, is updating the look of its entire product portfolio with a new ‘modern-vintage’ theme, in a bid to create greater stand-out and on-shelf product appeal.
The brand refresh incorporates the introduction of two new products, Red Velvet Cake Mix and Cream Cheese Icing, and an update of its cookie and cupcake mix portfolio.
The new-style packaging aims to give the brand a retro but contemporary feel by bringing ‘Betty Crocker’ to life using a pencil drawing of a 1920’s housewife, reminiscent of its original positioning which used famous American female celebrities as ambassadors.
The refresh also features white polka dots on both red and sky blue backgrounds as well as traditional hand-written font.
The new look hopes to help differentiate Betty Crocker products on-shelf and amplify the brand’s values to further resonate with shoppers.
Betty Crocker is launching two new SKUs to its portfolio including a Red Velvet Cake Mix, which can be used either to make a 8” or 9” round cake, or 28 cupcakes.
New to the ready-made icing range is a Cream Cheese offering which is designed for decorating the new Red Velvet product as well as brownies, cookies and muffins.
The new additions tap into emerging baking trends and aim to make it more exciting and convenient to create sweet treats for the entire family.
As well as the new lines, Betty Crocker is adding a Maple Syrup Cookie Mix and refreshing its cupcake offering with Caramel, Sunny Lemon, and new look Devil’s Food variants.
The range will be available in the new-style packaging and is targeted towards younger consumers who have been inspired by the growing popularity of at-home baking.
Ed Culf, Marketing Director at Betty Crocker said:
“Our new look has been introduced in response to extensive consumer research to ensure that our products deliver maximum appeal and proactively showcase Betty Crocker’s rich heritage and personality.
“Betty Crocker remains the market leader for cake mixes, having continued to generate impressive credentials with ongoing growth, increased penetration and brand share.
“The popularity of Betty Crocker and the investment we are putting behind the brand will aid retailers in generating incremental sales and help to grow the entire category.”