<p>New York, NY – April 6, 2009 – As consumers strive to add fruits and vegetables into their diets, Del Monte brand's introduction of Del Monte® Citrus Bowls makes it easier for them to do so. Del Monte refrigerated produce takes the guesswork out of shopping for fruit by providing consumers with a product that is packaged at the peak of ripeness and stripped of skin, seeds and cores — making it more convenient than ever for them to eat the fruits they love. This new offering of refrigerated citrus fruit is pre-packaged in clear, plastic bowls with a paperboard sleeve and sold in the refrigerated produce section of the supermarket.
CBX, the strategic branding consultancy, was identified to create this new product’s identity and packaging design. The key to success was positioning it for retail in the produce section, an area known for high-growth, high-margin products. "Consumers are accustomed to finding Del Monte brand products in the center isles of stores where there are lower margins. We wanted to help Del Monte grow their brand within the value-added produce section located around the perimeter of the store where consumers look for healthy, new items," says Rick Barrack, Chief Creative Officer, CBX.

With an emphasis on simplicity, the CBX design team knew they needed to use the package as a window for consumers to see the fruit within. A paperboard sleeve surrounding the 20-ounce plastic bowl provides the background for minimal, elegant graphics. The image of fruit on a fork stands out prominently on the white background as does the black, free-style typography that clearly communicates the contents inside the bowl. This simple design, along with the message, "ready to enjoy," and the trusted, iconic Del Monte brandmark completes the design.

"This light, vibrant package design was vital for Del Monte brand's success in the produce section, which is like a country market — a place that's full of life. It's vibrant, colorful and full of enticing aromas. It's a place where consumers linger and explore," adds Barrack.

"The brand proposition is successfully expressed through our packaging and has provided us with great visibility on-shelf in this growing category," says Bonnie McFarland, Director Graphic Design & Packaging, Del Monte Foods.

Plans call for other citrus varieties to roll out this year.</p>
