The company’s updated visual identity for its fusion hummus line features a contemporary look with bright colors, bold font, photography that features “plant-forward ingredients” and recyclable packaging, Megan Trout, director of brand management, Lantana Foods, told FoodNavigator-USA.
Lantana Foods’ fusion hummus portfolio includes flavors like Sriracha Carrot, Black Bean Hummus, Cauli Pizza Crust and Dill Pickle Hummus. Photography of the main ingredients in each SKU is a visual cue for consumers and differentiator in the hummus category, Trout explained.
“Our new packaging stands out with its vibrant colors, making it immediately pop on the shelf. We also emphasize the unique ingredients in our fusion blends with mouth-water photography that showcases usage and creates a strong distinction from traditional hummus offerings,” she said.
Taking a step to 'reducing our environmental footprint' with PP5 plastic packaging
Lantana Foods’ decision towards recyclable packaging for the fusion line “was a natural step in reducing our environmental footprint,” Trout said.
Made with polypropylene resin (PP5) and printed with in-mold labeling, the packaging is 100% recyclable, she added.
Lantana Foods did not comment on how transitioning to PP5 could impact its production costs and margins, but Trout maintained that “while there are always costs associated with such changes, we believe the long-term benefits of supporting a healthier planet far outweigh any short-term financial considerations.”
PP5 is FDA-approved for food contact and considered one of the most common plastics. Its use is pervasive across food packaging for products like yogurt cups, margarine containers and syrup bottles, among others. The lightweight material provides protection from moisture and external contamination. PP5 is recyclable depending on consumers’ local recycling programs.
Enhancing marketing efforts to align with expanding US retail presence
The rebranding and sustainability efforts aligns with Lantana Foods’ retail expansion across the US this month. The fusion hummus line is available at a suggested retail price of $4.99.
To raise brand awareness of the updated branding and packaging, Lantana Foods plans to implement “digital campaigns and shopper marketing” to communicate its “commitment to reducing waste and our use of recyclable materials.”
Lantana Foods' marketing efforts will align with the branding strategy behind its fusion flavors, according to Trout.
“We are focusing on clear, bold messaging that communicates our fusion of unexpected flavors, along with eye-catching design elements that showcase the variety of ingredients. In-store marketing tactics, promotions and targeted ads will also reinforce the uniqueness of our product in a competitive space,” she said.
