SnackWell's set for another new look

by Eric Schroeder
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Cookie and snack brand receives second makeover in past four years.

SOQUEL, CALIF. — The SnackWell’s brand of cookies and snacks is getting another reboot.

McDill Associates, a marketing firm with 20-plus years of brand experience, recently completed a national rebranding project for the SnackWell’s brand. SnackWell’s was acquired by Back to Nature Foods Company, L.L.C., a portfolio company of Brynwood Partners VI L.P., from Mondelēz Global L.L.C. in December 2013.

McDill said it was tasked with re-establishing and evolving the original look of the SnackWell’s brand. The marketing firm’s direction was to create a fresh look that evoked the brand consumers fell in love with in the 1990s and reignite emotional relationships with loyalists, while drawing in new shoppers who are family-focused. In response, McDill redesigned the brand logo and developed new packaging, messaging and positioning for the brand.

“McDill was integral to the success of the SnackWell’s relaunch,” said Mark Eisenacher, director of marketing for Back to Nature. “Their work far exceeded our expectations from strategy and concept to working with our print vendors and supporting the roll-out. Reception from both customers and consumers has been great, and we are confident that this relaunch is going to elevate the SnackWell’s brand in the retail segments that we are focused on.”

This is the second time in the past four years that the SnackWell’s brand has undergone a makeover. In 2011, under the direction of former owner Kraft Foods Inc., SnackWell’s was reintroduced with new items and a fresh focus on advertising to weight-conscious women. The reinvention was supported with a makeover featuring new varieties and packaging.

SnackWell’s originally were launched in 1992, and at their height total sales were about $490 million in 1995. In the 52 weeks ended March 22, SnackWell’s cookie sales totaled a little less than $22 million, according to I.R.I., a Chicago-based market research firm.
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