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Saffron Road Reveals New Look at Fancy Food Show

Stamford, CT – Saffron Road, a leading brand in the natural and organic food industry, will unveil its new packaging design at the upcoming Specialty Food Association’s Summer Fancy Food Show at the Jacob Javits Convention Center in New York City, June 25th – 27th, which will begin to hit stores early this fall. This packaging redesign is part of a brand refresh informed by an intensive consumer research project Saffron Road completed last year.

Anchored by a deep purple brandmark with swirling scrolls, the new Saffron Road packaging introduces a contemporary look using bold colors and beautiful, intricate patterns which evoke the history-rich cultures the company draws its recipes from – places like Thailand, India and Mexico. Of special note, consumers can see what ingredients, such as smooth poblano peppers, deeply-rust colored turmeric and protein-rich green lentils, go into each product by viewing the side panel of each entrée or the back panel of each snack bag.

Adnan Durrani, CEO and founder of Saffron Road, elaborated, “During FY2016, we completed an intensive consumer research project with a boutique branding agency. We conducted numerous consumer ethnography interviews, multiple focus group sessions, in-store shop-alongs, and home visits in more than three national regions. The key here was to determine Saffron Road’s brand “sweet spot” in order to scale our growth into a larger mainstream consumer base, while remaining solidly positioned with our passionate core Saffron Road consumers, who are inspired by our sustainable values and culinary excellence. This insightful research resulted in a livelier, more colorful, hip design for our logo, as well as Saffron Road’s brand tagline: Journey to Better™ – meaning to better foods, to better values, to better adventures, to better World Cuisines, and to a better planet. So be on the lookout for a major Saffron Road brand refresh in 4Q17 as we now have a clear brand platform, informed by intelligent consumer insights research, to scale Saffron Road as a leading premium natural brand. Our wide selection of globally inspired entrees, premium sauces and delicious snacks are finely crafted with healthier, fresh ingredients which are bound to boost you onto a Journey to Better on the Saffron Road.”

“Saffron Road debuted nationally in July 2010 in Whole Foods as the world’s first Halal certified, antibiotic free and humanely raised entree,” commented Jack Acree, Saffron Road’s Executive Vice President. “We have since become the fastest growing natural frozen food brand, as well as a leading natural snack producer, faithfully recreating regional recipes from over eight different cuisines from around the world. Our revamped packaging brings focus to the stellar quality standards and the authentic culinary excellence we have always held ourselves to,” adds Acree.

Saffron Road will be sampling a wide assortment of their delicious globally-inspired products, including newly launched ChickBean Crisps made with high-protein lentils and chickpeas, along with showcasing their new packaging at booth 5235.

About Saffron Road

The Saffron Road brand is wholly owned by American Halal Company, Inc. and is a leading brand in the natural and organic food industry, offering a wide range of products from frozen entrées to plant-based protein snacks. All Saffron Road Products are Halal-certified by IFANCA and are available in more than 15,000 retail locations in the U.S. and Canada. Saffron Road is a socially responsible brand on a mission of collective progress for the betterment of humanity, by inspiring, connecting and respecting global citizens through a shared love of ethical World Cuisines. With Saffron Road, explore international cuisines that combine bold flavors from around the world with high quality, wholesome ingredients which are better for the environment, better for the farmers, better for the animals, better for your health, and most all better tasting. Saffron Road. Journey to Better™.

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