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

Garner, N.C. – 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 60-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 percent of consumers agree they “make food choices based on what's healthiest,” and 80 percent say they “make food choices based on what tastes...

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