As Pop-Tarts harmonized the contents of their tarts, SGK had the opportunity to lead a packaging refresh to quickly simplify and modernize the brand in coordination with NLI/UPC updates. Quite simply, Pop-Tarts iconic blue packaging needed a facelift. Without losing brand recognition, we introduced a more modern brand mark, a simplified flavor banner, and a tasty flavor cue.
Now all 117 Pop-Tart SKUs are easy to navigate on shelf with a consistent modern aesthetic—in retail, club, and food service.