American baking brand Betty Crocker has introduced a new packaging design as part of its ‘Bettier Than Ever’ campaign, featuring new photography and linked to its Betty Ate Collection of limited-edition cake slice handbags.
The updated packaging design features the brand’s signature red spoon, ‘playful’ pops of colour and new photography. The packaging can be seen on shelves nationwide across the line up of Betty Crocker cake, brownie, cookie, muffin and bar mixes and frostings.
Alongside the launch of the new packaging is the Betty Ate Collection of handbags, said to be directly inspired by the brand’s latest packaging design and cake mix flavours. The collection features three vegan leather handbags including a colourful label that corresponds with its cake mix packaging and a red spoon shaped zipper signed ‘xo, Betty’.
Apparently, each bag comes with interchangeable accessories that mimic classic cake decorations, and each bag pairs one of the brand’s cake mixes with frosting. This includes the Betty Ate Triple Chocolate Fudge Cake bag which features the brand’s Super Moist Triple Chocolate Fudge Delights Cake Mix and Rich & Creamy Dark Chocolate Frosting.
The Betty Ate Collection is available exclusively at shop.BettyCrocker.com while supplies last, with a second drop to follow on September 10th. The new packaging is available in baking aisles nationwide.
“Every icon deserves a wardrobe refresh and Betty’s bold new packaging is ready for its close-up in the baking aisle, while The Betty Ate Collection helps us usher in this new era of elevated design in a way that only Betty can,” commented Sarah Peck, senior brand manager for Betty Crocker at General Mills.
In similar news, in June Ireland and UK pastry dough brand Jus-Rol introduced a new visual identity for its chilled, ‘Ready to Create’, and frozen product packaging. New features include refreshed typography, a new “BAKE BOLD” rosette on pack and food-centred product shots.
Warburtons recently redesigned its packaging to mark its 150th anniversary, developed in partnership with brand design agency Taxi Studio and aiming to boost brand recognition for shoppers. The design consistently features the brand’s ‘Baked Orange’ colour across the portfolio and showcases products prepared and ready to eat for different occasions.
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