GARNER, NC. — Butterball LLC will introduce a new look for its portfolio of retail products next month, the first time since 2018. The redesign aims to upgrade consumer shopping experiences through incorporating consistency to the look and feel across all product lines. Easy-to-read labeling, a bright blue design and an interactive QR code will come together to boost shopper engagement with the brand.

“Butterball is always striving to provide a consistent shopping experience for consumers across our different product categories, so achieving that was top of mind for this redesign,” said Rebecca Welch, director of retail and international brand management at Butterball. “We also wanted the packaging to connect to Butterball’s core beliefs that everyone should feel great about what they eat, and that food connects people and gives them an opportunity to show they care. Our research found that we were able to convey these beliefs through the new design, as consumers reported they believe Butterball is a brand that cares and brings people together around high quality, good-for-you food.”

Butterball’s Insights team led the research process to inform the new packaging design. Consumer testing focused on readability, color, visual appeal, illustrations and product photography. The research and testing resulted in blue packaging with food photography and easy-to-read label information. Hand-drawn illustrations with phrases like, “You got this!” adorn the packaging — an expression of Butterball’s human-powered connection with loyal consumers. Research participants reported the unique look appeals to younger consumers and families with children, and overall the design establishes a cohesive master brand look.

“Our redesigned packaging is modern and ownable,” Welch said. “When shoppers see our products, they’ll immediately know it’s Butterball.”

In addition, the ground turkey tray packaging now offers 10% more product visibility to address consumers’ desire for more product visibility and instill confidence in the quality of their purchase. Consumers also can immediately engage with the brand and the specific product they are considering with the packaging’s external QR codes.

“The connected food packaging works harder for us on the shelf than traditional packaging,” said Valerie Saint Sing, consumer packaged goods brand manager at Butterball. “When the QR code is scanned, consumers will land on the specific product’s page at Butterball.com to view recipes, nutritional information, storage instructions and additional product varieties. However, because the QR code is dynamic, we can change the user journey instantly to create a different brand experience based on seasonality, active marketing campaigns and more.”

Butterball’s frozen turkey burgers will be the first to wear the newly designed packaging in August. After frozen turkey burgers, turkey bacon and fully cooked breakfast sausage will hit shelves in their new packaging, followed by fresh, raw products like ground turkey. Seasonal products like fresh and frozen whole turkeys will debut with the new look starting in 2025.