W.P. Rawl, a leading producer of fresh bulk and packaged greens based in Pelion, SC, is looking to grow it greens category by introducing new consumers to leafy greens and inspiring existing customers with new usage ideas.
The first step in Rawl’s category strategy is a redesign of its “Nature’s Green” brand packaging. “Nature’s Green” is a complete line of triple-washed, ready-to-use greens such as kale, collard, mustard and turnip greens, along with greens blends.
Consumer demand for kale and other greens continues to grow as consumers discover their bold flavors and powerful health attributes, according to the company. However, consumer research suggests that a critical perception gap remains as a result of non-users’ unfamiliarity with the flavor profile and/or lack knowledge of how to prepare them.
The new packaging addresses these misperceptions. The modern design includes a blend of essential information and accessible inspiration. The front of each bag showcases nutritional highlights, flavor descriptors and usage tips, while the back includes the nutritional panel, a full recipe and additional quick tips.
Completing the package is a QR code that gives consumers access to additional recipes, coupons and sweepstakes at various times throughout the year.
“Expanding the leafy greens category is one element of our goal to build long-term category success for our retail partners,” Ashley Rawl, director of sales and marketing for W.P. Rawl, said in a May 20 press release. “The time is right to educate and inspire existing and new users. The quality and ease of use of our greens, combined with increased interest in eating healthy foods, makes our overall strategy and targeted redesign a winning combination for retailers and consumers alike.”
Nine SKUs are available in the “Nature’s Greens” product line in both one- and two-pound packages. All items are available in Rawl’s 30-state market.