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KANSAS CITY, Mo. -- American Italian Pasta Co. (AIPC) here, the largest producer and marketer of dry pasta in North America, is unveiling new packaging for its Mueller's pasta line that features the brand's traditional blue, red, and white colors and bold new graphics.
The new packs will start arriving in U.S. markets by next month. Noted Daniel W. Trott, e.v.p. for marketing at AIPC: "Refreshing the Mueller's look is about more than just the package. It's about leveraging our strong consumer loyalty, communicating the quality of one of our premier pasta products, and refreshing the brand in a way that forges even deeper connections with consumers with information that is relevant and useful for the way Americans enjoy pasta today."
New York-based brand identity strategy and design firm Wallace Church, Inc. headed the package redesign effort.
Besides Mueller's, which was founded in 1867 and has a dominant presence in the eastern United States, AIPC's other brands include Golden Grain, Martha Gooch, Pennsylvania Dutch, R & F, Luxury, Mrs. Grass, Ronco, Anthony's, Heartland, Eddie's and Mrs. Leeper's Pasta. The company has five plants in Excelsior Springs, Mo.; Columbia, S.C.; Tolleson, Ariz.; Kenosha, Wis,; and Verolanuova, Italy.