Saffron Road To Reveal New Look at Summer Fancy Food Show

Saffron Road, a natural and organic food brand, will unveil its new packaging design at the upcoming Specialty Food Association’s Summer Fancy Food Show at the Jacob Javits Convention Center in New York City, June 25-27. The packaging redesign—set to launch in early fall—is part of a brand refresh based on an intensive consumer research project Saffron Road had completed last year.

The new Saffron Road packaging introduces a contemporary look using bold colors and intricate patterns, featuring a deep purple brandmark with swirling scrolls. Consumers view the ingredients list on the side panel of each entrée or the back panel of each snack bag.

“During fiscal-year 2016, we completed an intensive consumer research project with a boutique branding agency. We conducted numerous consumer ethnography interviews, multiple focus group sessions, in-store shop-alongs and home visits in more than three national regions,” says Adnan Durrani, CEO and founder of Saffron Road. “The key here was to determine Saffron Road’s brand ‘sweet spot’ in order to scale our growth into a larger mainstream consumer base while remaining solidly positioned with our passionate core Saffron Road consumers, who are inspired by our sustainable values and culinary excellence. This insightful research resulted in a livelier, more colorful hip design for our new logo, as well as Saffron Road’s brand tagline: Journey to Better—meaning to better foods, to better values, to better adventures, to better World Cuisines and to a better planet.”

Saffron Road’s selection of globally-inspired entrees, sauces and snacks are made with healthy, fresh ingredients. The brand debuted nationally in Whole Foods in 2010 as the first Halal certified, antibiotic-free and humanely raised entrée.

“We have since become the fastest growing natural frozen food brand, as well as a leading natural snack producer, faithfully recreating regional recipes from over eight different cuisines from around the world,” says Jack Acree, executive vice president, Saffron Road. “Our revamped packaging brings focus to the stellar quality standards and the authentic culinary excellence we have always held ourselves to.”

In addition to showcasing its new packaging, Saffron Road will be sampling a variety of its globally-inspired products, including newly launched ChickBean Crisps made with high-protein lentils and chickpeas, at the Summer Fancy Food Show.