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

August 24, 2018
Butterball listens to new consumer needs, responding with a complete package redesign, a new All Natural line, the creation of a dedicated innovation team, and national Food Network advertising lineup Garner, N.C. (August 24, 2018) – Big changes are happening for Butterball, one of America’s most iconic brands. Given the scope – changes will be top to bottom, including 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. Butterball knows turkey consumers better than anyone and as consumers look to turkey to deliver a healthier lifestyle, Butterball constantly evolves to deliver upon that commitment. 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 While Butterball’s existing retail products are naturally healthy, it has worked diligently to improve flavor and limit ingredients such as nitrates and nitrites where possible. Butterball is introducing a brand new All Natural product line with no artificial ingredients, as well as expanding its Farm to Family by Butterball brand with both no antibiotics ever and organic products. These products showcase a new contemporary look across retail and are designed to give consumers exactly what they need from turkey – a healthy protein that still tastes great. As testament to Butterball’s company initiative to emphasize innovation to meet shifting consumer needs, Jeff Mundt has been hired for the newly created role of VP of R&D and Innovation. Mundt brings more than 25 years of experience in food innovation, brand and product launches and pipeline development, and most recently came from The Hershey Company. “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 sites 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,” said Klump. “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.” New All Natural line and deli product rollouts, consumer guarantee and promotions 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 Klump. “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 November 15, 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 are 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 Jeff Mundt Mundt has a wide-ranging background in food innovation and extensive experience in brand and product launches, strategic planning and pipeline development. With more than 25 years’ expertise in the food and snack space, he brings a strong background leading cross-functional teams as demonstrated by his experience bringing disruptive chocolate and snack products to market, driving multimillion dollar revenue results. Mundt spent the last seven years of his career with The Hershey Company, holding various innovation roles developing new brands, technologies and products for the Health and Wellness, 3D Chocolate Printing and Permissible Indulgence platforms. Prior to his work at Hershey’s, Mundt worked in various segments of Mars, Inc., specializing in BFY chocolate innovation, new brands and venture modeling. Mundt holds a Bachelor of Science in Chemistry from East Stroudsburg University in Pennsylvania, a Master of Science in Food Science and Nutrition from Rutgers University and a MBA from New York University. 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. # # # Media Contact: Jordan Fossali Edelman 312-BB-MEDIA (312-226-3342) [email protected]