Sweeten your everyday!

Up Close with Frieda's Specialty Produce New Branding and Packaging

Frieda’s Specialty Produce is bringing inspiration to the table. Always innovating, this company is enhancing its connection with shoppers and elevating the specialty produce category yet again this year, this time by highlighting the new branding and packaging for its versatile produce line. Frieda’s has partnered with strategic branding consultants Edmundson Martin, and together, they have launched a consumer insights initiative, competitive analysis, and in-store reviews.

With those insights in hand, and driven by the company's new aspirational brand promise, “inspiring new food experiences,” and slogan, “Inspire. Taste. Love.,” Frieda’s has developed a new voice that is friendly, smart, and playful, as the company looks to welcome consumers into the fold.

For Frieda's, the approachability is important. Given the unique and sometimes odd look of specialty products, they want people to feel comfortable about trying something different. Frieda's family has been turning people onto new food experiences since 1962 and with the new brand, they are positioned to grow the category and inspire friends, families, and new food lovers everywhere.