NEW GRAPHICS ATTRACT KIDS, ORGANIZE COOLER

HALLIE FORCINIO

CINCINNATI -- Volume growth has exceeded expectations for the June relaunch of Lunch 'n Munch prepackaged snack/meal kits by Hillshire Farm here.

New color-coded carton graphics designed by Lipson-Alport-Glass & Associates, Northbrook, Ill., for the 14-stockkeeping unit line feature bright, bold colors and games to appeal to the ever-growing purchasing power of kids.

"Our colorful, new graphics attract kids' attention while the games and trivia on our deluxe varieties spice up lunches and snacks with extra fun," said Mark Dietz, Hillshire Farm product manager. Many stores have increased orders and SKU varieties.

According to the designer, the new packaging clearly stands out among the competition and reinforces the strategic positioning of the brand.

"Lunch 'n Munch varieties now are grouped separately from the adult-oriented meats by color-code. This is a major victory for the product in the all-important battle for real estate in the retail environment," said Daniel Brod, LAGA senior vice president.

The kits consist of individual portions of sliced meats, crackers and cheeses, with desserts and/or beverages. They incorporate brand favorites such as Snickers miniatures and Hi-C fruit juices for added appeal.