Icon Buzz - Designs & Arts

Kraft Foods has revamped the packaging for its bottled salad dressings as part of an effort to revitalize the product line. The new packaging has received a number of accolades from both industry and consumers. Most recently winning an award at the DuPont sustainable packaging awards

Kraft’s redesign allowed the company to spruce up the image of their salad dressings enhancing graphics and the overall design of the bottle. The design changed from their triangular style bottle to a newer more sleek bottle that would appeal to consumers. The new bottle is more ergonomically designed and sports clean fresh graphics adding a sense of excitement back into the line.

The new PET bottle weighs nearly 19 percent less than the previous version. This reduction in weight increases shipping efficiency by nearly 20 percent and saves Kraft an estimated three millions pounds of PET a year.

The Chicago Tribune reported the new bottle required Kraft to significantly rework manufacturing lines at its salad dressing plants in Champaign and Garland, Texas.

Along with the redesign Kraft also reformulated all 50 existing flavors and introduced five new vinaigrette dressings.