Kraft Dressings

Taking your salad to go is now even easier and free of worry about how to top it with your favorite dressing. Now you can enjoy dressings to go in convenient, resealable packaging. These mini-sized 3.2 ounce packets, designed by Bulletproof, allow consumers to eat what they love and not have to think about how to portion out their large dressing bottles.

Lynne Strickler, brand manager, mentions, “Our biggest challenge was to create a design that did justice to the big, lively flavors and culinary adventure inside each pouch, while still remaining identifiably ‘Kraft.’”

Bulletproof comments, “We began our thinking with an in-person salad safari around the streets of New York. From high-end takeaway outlets to the fresh-from-the-source farmer’s markets of Union Square, a common theme emerged—the delicious, dynamic flavor possibilities a dressing and a little creativity can inspire. The final pouch design brings to life the excitement of the salad experience, showcasing beautiful, fresh ingredients tossed together with dynamic drizzles of delicious Kraft Salad Dressings. It’s a feast for the eyes that demands attention at shelf and establishes trust in the Kraft brand with generations of salad fanatics.”

The pouches are ideal for on-the-go, but can also encourage new consumers to try out a certain type of dressing. Currently, the new packaging will appear for five key flavors: Classic Ranch, Golden Italian, Chipotle Mango Vinaigrette, Lite Balsamic Vinaigrette, and Zesty Lime Vinaigrette. Showcasing fun and lively salads being tossed across the front, the mini packs exude a carefree and easy attitude. The upbeat, bright packaging with fresh veggies and fruits on the front seems to express that eating healthy is not only delicious with Kraft Salad Dressings, but easier than ever.

Strickler adds, “We faced a two-fold challenge—reshaping our salad dressings brand offering while also driving excitement in the category. An opportunity existed for Kraft Salad Dressings to lead a category change and I am thrilled we took on that challenge.”


Designed by Bulletproof

Client: The Kraft Heinz Company

Country: United States

City: New York