JusRol ‘modernizing’ the ‘traditional’ refrigerated dough category

WHITEHALL, OHIO — Since launching in the United States three years ago, JusRol has seen rapid growth in the refrigerated dough category. To support the growth, the company has unveiled changes to its packaging, brand identity and product line.

The refreshed packaging emphasizes modern innovation in a “category historically seen as traditional,” said Hilary Weinstein, senior brand manager at JusRol.

Consumers will see a bold, new logo, simplified callouts and the same bright colors consumers have loved, Weinstein said.

“Our new brand identity has tested strongly with shoppers as it enhances our shelf impact and elevates the experience with our brand in store,” she said. “Strategically, our redesign is aimed to attract the millennial shopper into the category, while also setting the stage for us to amplify marketing investments beginning this holiday during our key consumption period.”

Together with its brand refresh, the company is reformulating its pie crust and releasing Rich and Buttery Pie Crust in an effort to “deliver on consumer demand for the rich flavor of butter.”

The company’s previous pie crust was made with palm and canola oil. Its new reformulated pie crust, now called Rich and Buttery Pie crust, is made with palm and canola oil but now also includes butter, no artificial colors or preservatives.

For added convenience, the new product is pre-rolled on parchment paper for “easy handling,” according to JusRol.

“Our consumer research shows butter is trending and (is) very attractive to shoppers,” Weinstein said. “In blind taste tests, our new Rich and Buttery Pie Crust was preferred over a leading brand’s pie crust and scored significantly higher on aroma, flavor and sweetness. This new recipe not only delivers on a richer, more superior taste, the addition of butter also brings a delicious tender melt in your mouth texture.”

The updated packaging will begin rolling out this month on the company’s Puff Pastry, Family Size Pizza Crust and Round and Thin Pizza Crust products.

JusRol’s United States business operates under the Cérélia Group, a manufacturer of ready to bake doughs.

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For more information, visit https://jusrol.com/ or follow along on Instagram at @jus_rol_northamerica and TikTok at @jus_rol_northamerica.