Butterball is revamping its turkey brand with new product offerings, consumer-friendly labels, packaging and consumer marketing campaigns — including changes to its deli lineup. The company also has hired Jeff Mundt to fill the newly created role of vice-president of research and development and innovation.
Mr. Mundt brings more than 25 years of experience in food innovation, brand and product launches and pipeline development to his new role. Before joining Butterball he was senior manager of global innovation at The Hershey Co. Prior to Hershey he was an adjunct professor at the County College of Morris, and earlier held product development and R.&D. roles at Mars, Inc.
“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 Bill Klump, chief marketing officer of Butterball.
Mr. Klump cited shifting consumer needs as the key driver for the company’s renewed focus on innovation.
Jeff Mundt, vice-president of R.&D. and innovation for Butterball.
“Our research has shown that consumer needs have changed, even among those we consider to be our core consumers,” he said. “The product as we know it isn’t as relevant with consumers as it once was. 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 also is 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,” Mr. 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 television advertising.