Kraft redoes salad bottles
Kraft Foods has revamped the packaging for its bottled salad dressings as part of an effort to revitalize the product line.
The company switched from its triangular bottle to a thinner one with concave sides, for a more contemporary look and ergonomic feel. The labels were also updated, with improved graphics of salad ingredients and partially clear labels that show off the product better.
Kraft also reformulated all 50 existing flavors and introduced five new vinaigrette ones. The company’s market share in salad dressing dropped from 32.5% in 2002 to 27.8% in 2007.