Hillshire Farm improves package design for modern tastes

03/19/2013 | Wall Street Journal, The

Presentation is one of the keys to selling lunch meats, says Hillshire Farm Vice President of Marketing Reggie Moore. The brand has repackaged its meats, adding a larger logo while allowing consumers to more easily see the product, because it was discovered that meat is perceived as higher quality if it's laid out nicely rather than wadded up, for example. Potential buyers also "wanted a more natural look ... a little bit grainier, the way turkey looks when you cut it on Thanksgiving," says Sean Connolly, president and CEO at Hillshire Brands.

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