With the trend pointing upward for fresh, quality 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.

“It’s a brave, different look for Mission,” says Simon Thorneycroft, founder/CEO of Perspective: Branding (perspectivebranding.com), the San Francisco-based brand packaging design firm that was tapped to help with the new product launch. “The large, centered positioning of the very 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 color (green for corn and yellow for flour), for a hand-drawn farm scene. The illustration features a ploughed field, barn, 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.