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Massive Overhaul of One of America’s Most Iconic Brands—Butterball

May 01, 2018

Garner, N.C. (May 1, 2018) — Big changes are happening for Butterball, one of America’s most iconic brands. Given the scope—changes for the brand will be top to bottom, including everything from product offerings, consumer-friendly labels with fewer ingredients, product packaging, and new consumer campaigns—this is the biggest refresh in the brand’s sixty-plus year history. All these changes are being driven by Butterball’s protein-leading insights from loyal turkey consumers. As part of the company’s dedication to meeting the evolving needs of consumers, Butterball is committed to keeping ingredients simple, bringing to market new products with real consumer benefits and providing packaging that speaks specifically to consumers’ mindset when it comes to living a healthy lifestyle.

Butterball knows turkey consumers better than anyone. A recent national consumer survey indicated that among all U.S. consumers who purchase turkey, more than one-third agree that “all-natural” product benefits are important to them when considering turkey.1 The same study indicated two key influences in food purchases: 60% of consumers agree they “make my food choices based on what's healthiest,” and 80% say they “make my food choices based on what tastes best.”2

As consumer needs have evolved, Butterball has moved with them. While Butterball’s existing retail products are naturally healthy they have worked diligently to improve flavor and limit ingredients such as nitrates and nitrites where possible. Butterball is also meeting consumers with higher health expectations by introducing a brand new All Natural product line with no artificial ingredients as well as expanding its recently introduced Farm to Family by Butterball brand with both no antibiotics ever and organic products. The new and improved products boast a new contemporary look and feel across the retail and are designed to give consumers exactly what they need from turkey—a healthy protein that still tastes great.

The All Natural products include a lineup of Smoked Sausage, Turkey Bacon, Breakfast Sausage, Frozen Turkey Burgers and Turkey Meatballs are rolling out nationwide. These products boast simpler labels: no hormones or steroids, no nitrates or nitrites, no artificial ingredients, and are minimally processed.

Consumers will also have a chance to taste these changes in the deli as Butterball releases a new premium deli flavor portfolio. New deli turkey breast flavors like Cajun, Cracked Pepper and Deep Fried, and a new Buffalo Chicken Breast, all of which will be sold alongside Butterball’s signature Thanksgiving Roasted deli turkey breast flavor.

“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,” said Bill Klump, chief marketing officer for Butterball. “Our consumers are looking for more transparency in all brands they purchase. What is not in their products is equally as important as what is in products they purchase, and the promises on the product label influence the decisions they make in the grocery store. 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.”

Coupled with the new product lineups, the new package design makes Butterball products easier to shop and elevates what consumer insights reveal as the most purchase-motivating product benefits. The overhaul includes new designs on every product across the brand, prominent nutrition labels featured on the front of products, and cleaner ingredient upgrades without compromising taste.

Now through August 31, customers can try Butterball All Natural products with a 100% money-back guarantee. If, for whatever reason, a customer is not satisfied with their All Natural purchase, they can receive a full refund at butterballguarantee.com.

The upgraded Butterball products will be featured across consumer platforms with social and digital promotions, and TV advertising that includes a reoccurring presence in Food Network Magazine & Pioneer Woman Magazine, as well as sponsorship of Pioneer Woman content on Foodnetwork.com and in-store video activations.

To learn more about Butterball’s commitment to healthy, great-tasting products and new innovations, please visit Butterball.com.

1 & 2Source: IRI Butterball Custom Segmentation study 2017. Nationally representative study of consumers.

About Butterball
Headquartered in Garner, N.C., Butterball is the largest producer of turkey products in the U.S. – producing more than 1 billion pounds of turkey each year. For more than 60 years, the company has provided foodservice and retail products to customers and consumers around the world. As an industry leader in quality, food safety and animal well-being, the company employs numerous processes to ensure the health of flocks and implements recognized prevention measures to exceed food safety standards. Butterball products are currently distributed throughout the U.S. and in more than 45 countries. Butterball operates six processing plants located in North Carolina, Arkansas, and Missouri.

For consumer questions or information, please visit Butterball.com or call 1-800-BUTTERBALL (1-800-288-8372). Visit ButterballCorp.com for corporate information about the company.