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