Dairy supplier's extreme makeover focuses on weight loss

Next month Binghampton, N.Y.-based Crowley Foods will introduce a new look on all its dairy products. The new packaging emphasizes the company's reputation for quality and capitalizes on the dairy industry's weight-loss message.

Next month Binghampton, N.Y.-based Crowley Foods will introduce a new look on all its dairy products. The new packaging emphasizes the company's reputation for quality and capitalizes on the dairy industry's weight-loss message. The company, which merged with H.P. Hood and celebrated its 100th anniversary last year, has completely overhauled the packaging of its consumer dairy line. The new packaging boasts bright, contemporary colors; a clean graphic design; a larger brand logo; and punchier branding copy, according to c.o.o. Joe Cervantes. In addition, packaging on Crowley's lowfat and nonfat products will contain the company's proprietary "Enjoy Dairy, Lose Weight" symbol and message. The makeover will be supported by newly designed fleet graphics, a consumer Web site, local events, FSIs, and extensive consumer television and billboard advertising, all of which will also be launched next month.