Marketing By Design Creates Dual
Impact Packages for Veggie Patch

Veggie Patch is the brand name for FoodTech International's meat alternative products, which are featured prominently in produce aisles at leading supermarkets throughout the U.S. Based in New Haven, CT, FoodTech tries to appeal to American families wishing to make healthy food choices. In a recent effort to boost sales, Veggie Patch looked to Marketing By Design (MBD) in Beverly, MA, to overhaul the package design of their flagship product line. MBD is part of the Matthews Brand Solutions Group, a global family of brand design specialists, and provides brand solutions to many national CPG companies.

Getting noticed

When the Veggie Patch brand owners asked MBD to redesign the retail packages for their core line of products, they began the project by conducting research to evaluate market inclinations, including the use of focus groups for direct consumer input. The process yielded results in updated designs of existing Veggie Patch packaging as well as proposed layouts for new products.

The package designs incorporated new photography and design layouts aimed at enhancing overall appetite appeal for meatless alternatives products. While MBD's primary focus was to provide an updated and modern look to the new designs, they also introduced versatility into the packages with a dual-facing two-position package. This not only gives retailers options on how they choose to display the products, it provides a means to optimize shelf space as well.

The two front panels are not equal in size, as the horizontal front panel is slightly larger. The package in its vertical orientation has a trapezoidal footprint, and it stands almost completely upright. In its horizontal position, the package leans back to a degree. Savory-looking photography features up-close views of the cooked product on white plates, above the Veggie Patch logo and color-coded product indicators.

Facing up

MBD director Maria Dubuc says her company drew upon its extensive experience with consumer packaging, including numerous natural and organic brands, in order to develop dramatic designs that visualize the product appeal for buyers. "Consumers automatically think healthy fare won't taste good," says Dubuc. "Our designs focus on the excellent flavors of the product inside, so we insisted on big stylized images with great appetite appeal."

The package designs hold their own in the often disorganized and crowded produce section. "The packaging concept accounted for store shelf lips as well, keeping this imagery on top of the product so it's the first thing customers see," Dubuc emphasizes. In meeting the objective to revitalize a retail brand in a declining consumer category, MBD helped Veggie Patch realize significant increase in sales volume.

After launching new retail pack designs for Veggie Patch meat alternatives product lines in July 2007, sales increased nearly 20% for the entire line over a six-month period, with some products up 40%, according to FoodTech International. "MBD listened to what our consumers were saying and developed creative that addressed their needs," says Steve Berman, director of marketing for FoodTech International. "We were under some very tight time frames which MBD helped us meet."