Mondelez Brazil has introduced a rounder packaging for its Philadelphia cream cheese. The new design increases user-friendliness because consumers can spoon out the cheese more easily. It also is designed to reinforce the brand’s visual identity, because retailers can now stack the product more efficiently on the shelves. Mondelez launched the new packaging in Brazil in September 2014. It has been widely available since January 2015.
Mondelez Brazil selected Verstraete IML’s in-mold labels because of the print quality. The company is also able to decorate all sides of the packaging with a single label. Mondelez Brazil opted for DoubleSided IML, labels that are printed on both sides, for more marketing opportunities. With the new labels, the brand now prints recipes on the inside of the lids.