Greg Hrinya, Associate Editor07.20.15
Grandma Hoerner’s, with a line of Big Slice kettle cooked apples, jams, pie fillings, and other assorted fruit- and vegetable-based products, overcame such a proposition. The company, based in Alma, KS, USA, decided that an upgrade from its Mason-type jars and dated branding were needed.
“We felt that a complete rebranding was necessary based on industry changes and consumer trends,” says Regina McCoy, vice president at Grandma Hoerner’s. “Consumers are looking for a smaller size for smaller families, as well as the convenience our healthy, all-natural products provide. It was time for a refresh.”
Grandma Hoerner’s enlisted the help of Berlin Packaging’s Studio One Eleven design division. Together, they were able to modernize the package without sacrificing the brand’s heritage positioning.
The new package features a three-sided wraparound label that provides enough space for the consumer to learn about the product’s story. There is also a recessed label panel area created by the slight broadening of the jar at the top and bottom to protect the label from damage during handling.
The product comes with custom square and rectangular bottle structures, as well. This design is intended to differentiate Grandma Hoerner’s from the round bottles that typically dominate the category. The new shape also allows for the minimization of shipping costs, as more bottles can fit on a pallet. Ultimately, the company believes the style and shape of the new packaging will enable it to increase shelf space in the competitive fruit and jelly categories.
On the wraparound label, Grandma Hoerner’s highlights extra large brand embossments on one side of each jar. A custom deep twist closure that matches the pattern on the label is also featured.
“We used custom glass jars and custom lids printed with our new polka dot design,” explains McCoy. “We also used some foil on the labels to provide greater contrast to the otherwise matte design.”
In redesigning the label, Grandma Hoerner’s had to balance its old style with new trends. The company did not want to entirely abandon what it had been known for in the past. There were significant changes, though. “When you have a heritage product that people love and that you believe really feeds them well, you have to find ways to be new and fresh while staying true to your roots,” says McCoy. “While we may have taken our image of Grandma Hoerner off the label, we kept the spirit from the elegant script of the company name to the elegant glass jar. It's always a challenge to be fresh, modern and on trend while remaining authentic and honest, but it can be done. And it can be done well.”
The company ran into a few challenges along the way. McCoy states that the determination of the size and shape was an obstacle, as well as sourcing jars from overseas. Grandma Hoerner’s also faced a challenge when figuring out how to print the polka dot design evenly on the lids where the metal curves.
Grandma Hoerner’s offers Big Slice jars in flavors ranging from All Natural and Caramel to Orange Ginger and Cinnamon French Toast. In addition to the company’s selection of pie fillings and preserves, it has toppings, barbecue sauces, seasonings and coffee products available. Its organic preserves and specialty products are not vegetable based. “Everything is all natural, good for you and tastes amazing,” exclaims McCoy.
Grandma Hoerner’s originated with a single recipe in 1987, and prides itself on healthy ingredients and small batches. According to the company, it “started making Big Slice apples in the spirit of Grandma Hoerner, and today [they] are continuing her tradition by making and packaging all-natural artisan-produced delicacies.”
Despite smaller packaging, the company has set large goals for the future. “We want to go global,” says McCoy. “We realized that we needed to be more on trend as we approach exporting our Big Slice apples to other countries.
The company has also exhibited at trade shows like Natural Products Expo West, KeHE Holiday Product & Innovation Show and the Kansas Sampler Festival.
“The majority of consumers and retail buyers have given us extremely positive feedback,” adds McCoy. “They love the new design, the sizes, and the custom packaging.”