• December 29, 2006

Heluva Good, maker of dips and cheeses, has retired its 84-year-old icon, Father Time, in favor of vibrant and colorful packaging that consumers have told the company more accurately reflects its brand positioning as a taste that livens up any occasion.

Packages within the entire line of Heluva Good! Dips have been redesigned, including a new rollout: Buffalo Wing, a blend of blue cheese seasonings and flavorful spices. The line of naturally aged hard cheeses, shredded cheeses, cold pack cheeses and condiments will also be converted by the end of the first quarter 2007.

The company retained Sterling Brands of New York for the repositioning and redesign efforts. The new packaging features bright colors, images of the ingredients and seasonings, a new tagline ("Not Just Good ... Heluva Good!), and the company's "e-ddress," where consumers can find dip recipes.

"The Heluva Good packaging reflects an upscale and contemporary design, while remaining true to our brand heritage of family, togetherness and a fun snacking experience," said Doug Curry, marketing manager for Heluva Good.

Heluva Good, which has sales of $100 million annually, is owned by HP Hood, one of the largest branded dairy operations in the U.S. with sales of $2.3 billion. - Nina M. Lentini