Mrs. Renfro's Gets Hot New Look

FORT WORTH, TEXAS (Sept. 12, 2000) – After nearly 30 years, Mrs. Renfros line of gourmet salsas, relishes, nacho cheese and peppers is getting a fresh new look that will strengthen shelf presence and spur consumer impulse buying. Fourteen of 25 items will display the new look: Green Salsa, Habanero Salsa, Black Bean Salsa, Roasted Salsa, Peach Salsa, Chipotle Corn Salsa, Mild, Medium and Hot Salsa, Hot Chow Chow, Mild Chow Chow, Nacho Cheese Sauce, Nacho Sliced Jalapeno Peppers and Whole Jalapeno Peppers.

Our existing markets were familiar with our brand and home-style appeal, but as we expand into the East Coast (Maine to Florida), were finding some buyers think our label looks too generic," said Doug Renfro, president of Renfro Foods. They loved our product and our price, but weve experienced some resistance due to the label. Now, we have already gained shelf space in about 500 new stores after the buyers saw draft prints of the new labels, which maintain our home-style appeal but also reflect our gourmet quality and rich tradition and history."

The newly designed Mrs. Renfros look is a dramatic change from its previous package. The 16 ounce embossed jar of clear flint glass has Mrs. Renfros name embossed on both sides. Each label has its own distinct presence and character. This not only allows each product to stand on its own but is easily branded as a family" of products using a unique palette of muted colors. The contemporary/folk art feel reflects the strong family nature of the business and its history.

Also, the famous Mrs. Renfros recipes can still be found on the label. However, Mrs. Renfros picture, previously placed next to each recipe, has been elevated to the top of the jar via a finely detailed illustration on the cap. A new deep skirt black and gold button lug cap replaces the continuous thread cap. An advantage of the new attractive cap is that it will be easier to open and reseal.

The new Mrs. Renfro's look was created in Houston by Dawn Diamond of The Douglas|Group, incorporating illustrations by Andy Dearwater. Labels were printed in Fort Worth by the Ft. Dearborn Company, headquartered in Niles, Ill. The new glass and closures were provided by Ryco Packaging Corporation of Omaha, Neb., and supplied through Vitro Packaging, Inc. in Dallas and Schmalbach-Lubeca White Cap, Inc. in Downers Grove, Ill., respectively.

Renfro Foods, founded in 1940, is a third generation family-run business, celebrating its 60th anniversary this year. Renfros manufactures a variety of salsas, sauces and relishes, including 25 Mrs. Renfros products distributed throughout supermarkets and gourmet and gift shops in 45 U.S. states, Canada, and Denmark.