Uglies Kettle Chips has announced a brand redesign, with a new logo, website, and a package design ready to hit shelves this month.
Uglies, a division of Dieffenbach’s Snacks, has been on a mission since 2017 to reduce waste, support farmers, and fight hunger by using imperfect potatoes to craft delicious kettle-cooked potato chips. Since its inception, the brand has upcycled more than 5 million pounds of potatoes (and counting).
Bright, bold, and impactful (anything but ugly) bags of Sea Salt, Salt & Vinegar, Bar-B-Que, Jalapeno, and, Buffalo Ranch chips still possess all the same delicious ingredients, but now they’re punched-up with personality and a new flavor- Cheddar & Sour Cream.
The new look is a commitment to; first, portray a more compelling, and desirable personality and second, speak more effectively to a modern audience and strengthen its on-shelf presence at national retailers.
Morgan Santoro, Marketing Manager explains, “By employing a more modern and exciting representation and using a stylized character, this rebrand is a departure from a traditional, old fashion-inspired design typically found in specialty food aisles and will help to reposition the brand as a national competitor in the salty snacks category.”
Customers will notice a revamped potato character, Ugly. Legend has it, Ugly was born under a full moon in the potato fields of a fertile valley in southeastern Pennsylvania and is made of pure personality.
The revitalized character provides attitude and a fun, “tongue in cheek”/self-deprecating spin to combat the negative feeling the word “ugly” sometimes suggests.
The new look and clever messaging have been extended to the brand’s website. Adapting to the demand for a more user-centric digital experience, the site includes various ways to find and shop for Uglies Kettle Chips including reseller resources for partnering distributors and a “where to buy” feature for inquiring consumers.