Best's Kosher Gets a Bold New Look with Revamped Package Design

Business Wire, Feb 11, 2008

After more than fifteen years of unchanged branding, Best's Kosher introduces fresh, consumer-friendly packaging

DOWNERS GROVE, Ill. -- Best's Kosher[R] (www.bests-kosher.com), a division of Sara Lee[R] North America Retail and premier provider of kosher meats since 1886, announced today the rollout of new creative packaging, a first for the brand in over fifteen years. The new design of Best's Kosher will excite consumers with its fresh new look, which incorporates bold colors and graphics. With an appealing product shot front and center, the new packaging will increase shelf visibility and infuse a sense of modernity to the brand that has a long tradition of satisfying consumers.

"For over a century, Best's Kosher has provided consumers with outstanding quality and exceptional taste," said Steve Clapp, vice president of hot dogs for Sara Lee North America Retail. "Our packaging has been given a new look, but the products consumers have come to trust over the years remain the same inside. The new eye-catching package design will enhance Best's Kosher presence on retail shelves and, in turn, help increase our market share." Initial testing revealed that the revitalized packaging is resonating with Best's Kosher consumers, with 85 percent who think the new look communicates a premium product.

The new look of Best's Kosher has rolled out to grocery store shelves across the country with the brand's hot dogs and Polish sausage. Beginning in February, Best's Kosher will incorporate the new packaging into the distribution of its deli items and sliced lunch meats.

About Sara Lee Corporation

Each and every day, Sara Lee (NYSE: SLE) delights millions of consumers and customers around the world. The company has one of the world's best-loved and leading portfolios with its innovative and trusted food, beverage, household and body care brands, including Ambi Pur, Ball Park, Douwe Egberts, Hillshire Farm, Jimmy Dean, Kiwi, Sanex, Sara Lee, and Senseo. Collectively, these brands generate more than $12 billion in annual net sales covering approximately 200 countries. The Sara Lee community consists of 52,000 employees worldwide. Please visit www.saralee.com for the latest news and in-depth information about Sara Lee and its brands.