Gonnella's new signature look
The Chicago, Ilinois-based baking company has given its line of retail sliced breads a makeover: the first redesign in nearly a decade.
“We knew it was time to evolve the look,” said Dave Gonnella, VP of Sales.
“We liked many of the designs, but ultimately, we needed to find out what resonated best with shoppers.”
The look is designed to increase appetite appeal, while reminding customers of the brand’s quality and heritage. Four new designs were tested against existing packaging with feedback from over 1,100 shoppers in a recent Nielsen Bases Study. Shoppers rated ‘quality/taste perception’ as the dominant factor in bread purchasing decisions, followed by price and freshness.
The selected design received an 81% score for high shopper appeal, while 76% agreed it would capture their attention instore. Gonnella’s brand purchase intent increased to 79% across c-store shoppers with 76% of Gen Z and Millennial shoppers signaling they are likely to purchase.
The new look is running across Gonnella White Bread, Wheat Bread, Hamburger Buns, Hot Dog Buns, Ciabatta and Italian Rolls, expected to hit retail shelves in July.
“The new design brings gratification that we are honoring our tradition while introducing our trusted, signature quality to new groups of consumers,” added Gonnella.