WALTHAM, Mass. -- During a package redesign, brand managers tend to act like Goldilocks. They look for the design that's just right: Not enough change and the product doesn't catch the attention of potential new customers; too much change and loyal purchasers can be lost because they no longer recognize their favorite brand.
Navigating this fine line is Pastene Cos., Waltham, Mass., a 120-year-old, family-owned regional supplier of Italian foods. Tom White, director of operations, said that ...
REGISTER TO VIEW THIS ARTICLE - Register for a Free Account
Registering for content on Supermarket News will give you INSTANT access to invaluable articles and media content that industry professionals rely on. You will have access to our special reports, feature articles, and industry analysis. It’s FREE, easy and quick. What are you waiting for! In addition you will also receive a complimentary copy of SN's salary survey sent to you by email.
Click here to read the FAQ page if you have any questions (opens in a new window)
Attention Paid Print Subscribers: While you have already been granted free access to SN we ask that you register now. We promise it will only take a few minutes! Or visit your profile and add your print magazine account number and zip code.
Already registered? Log In