Freeze-dried fruit company Crunchies has revealed its brand redesign. Global ingredient company Chaucer Foods acquired the brand last year and conducted a long market research study to create the new snack packaging, logo, website and marketing campaign.

The new brand identity focuses on the benefits of freeze-drying, as well as traceability and transparency.

Crunchies CEO Scott Jacobson said:

“Our bold, new logo and packaging designs showcase our renewed focus on simplicity, quality and transparency. The decision to display photographs of our freeze-dried fruit on packages, rather than fresh fruit images, is the kind of transparency we felt was missing from the category, and it’s at the core of who we are as a company and what our consumers value as well. We source our blueberries and raspberries from small farms in Europe, for example, because of their superior flavor profiles and performance when freeze-dried. We want our customers to know where their food comes from, and we share that information openly with them.”

According to the Westlake Village, California-based company, Crunchies products contain no artificial flavors, coloring or added sugars and are non-GMO, gluten-free, vegan, kosher and halal certified. The product varieties include blueberries, strawberries, raspberries, grapes, mangoes and mixed fruit.

More and more companies seem to be using packaging to highlight the traceability and transparency of their products. For example, BJ’s Wholesale Club and Kings Food Markets both recently released new private label packaging that emphasizes the products’ origins and all-natural properties.


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