Brand Packaging

USA > Kraft dressing

April 24, 2008

New packaging is a key component of Kraft’s reinvented salad dressing line, which includes product reformulations across 50 existing dressings and the addition of five new olive oil-based flavors. The brand’s pyramid-shaped bottle has been replaced with a slimmer one, with pinched sidewalls that offer better ergonomics and a flip-top cap that provides ease of use. New clear labels employ refreshed graphics sparingly, to maximize the view of the dressing inside. The new bottle is said to have required the company to significantly rework its manufacturing lines.