GARNER, N.C. – Butterball is revamping its turkey brand with new product offerings, consumer-friendly labels, packaging and consumer marketing campaigns. The company has also hired Jeff Mundt to fill the newly created role of vice president of Research & Development and Innovation.
Most recently working for The Hershey Co., Mundt brings more than 25 years of experience in food innovation, brand and product launches and pipeline development to his new role.
“We have a significant growth opportunity to build out our product portfolio through aggressive, thoughtful innovation efforts, and we need a champion to head that initiative and drive our brand,” said Butterball Chief Marketing Officer Bill Klump.
Klump cites shifting consumer needs as the key driver for this renewed focus on innovation. “Our research has shown that consumer needs have changed, even among those we consider to be our core consumers. The product as we know it isn’t as relevant with consumers as it once was,” Klump added. “We created this position, equipped Mundt with a dedicated team and carved out resources with the specific focus of looking for new business that might not exist today.”
Butterball is introducing a new All Natural product line with no artificial ingredients. The line includes Smoked Sausage, Turkey Bacon, Breakfast Sausage, Frozen Turkey Burgers and Turkey Meatballs that will be rolling out nationwide. In addition to containing no artificial ingredients the products have no hormones or steroids, no nitrates or nitrites and are minimally processed.
Butterball is also releasing a new deli flavor portfolio featuring flavors such as Cajun, Cracked Pepper, Deep Fried, and a new Buffalo Chicken Breast. In addition, the company will expand its Farm to Family brand with no-antibiotics-ever and organic products.
“As consumers’ preferences for more natural, healthier products increase, we are simultaneously improving our products, labels, processes and ingredients to reflect what consumers expect from their protein choices,” Klump said. “We want consumers to know exactly what is in or not in the products of their trusted turkey brand, and we let that insight drive what we call out on the package.”
The brand’s new package design makes Butterball products easier to shop for and highlights the product benefits that consumers feel are most important, according to the company.
The upgraded Butterball products will be supported with social media and digital promotions as well as TV advertising.