From: Packaging World

Mission Tortillas opts for bold and vibrant packaging for new refrigerated, organic product.

With the trend pointing upward for fresh, quality food products, Mission Foods, the Irving, TX-based manufacturer of tortillas and tortilla-related products, has launched a new product. Consumers will now find fresh, ready-to-cook, organic flour and corn tortillas in the refrigerated section—a new place for them. Mission expects that these will appeal to general market consumers and Hispanic consumers looking for more natural, healthier food choices while also reinforcing its reputation for quality and innovation.

Packaging design firm Perspective: Branding (www.perspectivebranding.com) was tapped to help with the new product launch. “It’s a brave, different look for Mission,” says Simon Thorneycroft, founder and CEO, Perspective: Branding. “The large, centered positioning of the well-known and established Mission logo preserves strong brand equity, but the style of the illustration, background, and typography is much more contemporary than their classic line and more typical of a small, boutique brand.”

While the top half of the plastic sleeve package is clear to showcase the freshness of the product, the bottom half provides a palette of vibrant colors (green for corn and yellow for flour) for a hand-drawn farm scene. The illustration features a ploughed field, a barn, a windmill, and a natural wood-like sign bearing the bold “Organic” designation and below it the words, “Simple Ingredients.” Additional symbols designate the product’s gluten-free, non-GMO, and organic attributes.

The new products will be sold in the refrigerated section at retailers nationwide.