Updated design and messaging enhance consumer connection at shelf
(Hyde Park, MA) – June 11, 2024 - Effie’s Homemade has redesigned the packaging of its award-winning line of crispy, buttery, lightly sweet and sometimes savory biscuits. The new design, which will be unveiled at the Summer Fancy Food Show, June 23-25, 2024, in New York City, is an evolution of the packaging consumers have come to recognize and look for over the last 16 years. The new look delivers instant consumer connection and invites deeper understanding of this highly versatile product that is a unique cookie-cracker hybrid.
“We believe that our new packaging will positively impact consumer purchasing decisions,” says Irene Costello, Co-Founder of Effie’s Homemade. “Through enhanced product communication and usage suggestions, we aim to encourage more consumers to experience our delicious biscuits.”
Informed by in-depth consumer and market research, the changes represent an investment in Effie’s Homemade’s journey to expand its devoted fan base by attracting new consumers to the brand. Updates to the packaging include new product photography on the front panel highlighting the full sensory experience of the biscuits, while enhanced flavor descriptions evoke the delightful layers of flavors within each variety.
Joan MacIsaac, Co-Founder, adds, “Our redesigned packaging not only enriches the story of our recipe’s heritage but also offers retailers alternative merchandising options and pairing suggestions, making it easier to merchandise our products in-store.”
Other packaging panels feature compelling photography of serving and pairing suggestions, highlighting the biscuit’s versatility and simple ways to make delicious snacking moments and sophisticated entertaining spreads. The pairing list encourages consumer cross-purchasing and provides retailers with easy opportunities for co-merchandising. A secondary display panel allow flexibility for horizontal merchandising.
What will never change is what’s inside every box of Effie’s Homemade: the company’s commitment to baking with wholesome ingredients and small-batch quality and a passion for exploring intriguing new flavor combinations. And of course, the tried-and-true recipes remain unchanged, including the one that started it all, Oatcakes, a generations-old recipe brought from Nova Scotia to Dorchester, Massachusetts by Effie MacLellan, Effie’s Homemade co-founder Joan MacIsaac’s mother.
The new packaging, which will begin to flow into the market early summer 2024, coincides with the launch of two exciting new biscuit flavors: Gruyère with Black Pepper and Hazelnut. These join eight other varieties in the Effie’s product line including Oatcake, Almond, Cocoa, Corn, Ginger, Pecan, Rye, and Walnut. There are no changes to the UPC and case configurations.
About Effie’s Homemade
Effie’s Homemade was founded in 2007 by friends, Joan MacIsaac and Irene Costello. The inspiration for the company comes from Joan’s mother, Effie MacLellan, and her farmhouse family recipe for Oatcakes. Effie’s Homemade has created a line of rustic baked goods that are delicious, all-natural and wholesome. In a world of highly processed foods, Effie’s Homemade turns quality ingredients into great tasting crackers, crisps and biscuits suitable for any occasion. Effie’s Homemade products are made in the USA. For more information, visit www.effieshomemade.com.
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Media Contact |
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Irene Costello or Joan MacIsaac |