The U.S. Little Potato Company has debuted a new brand identity that reflects its dedication to offering time-pressed families fast and simple meal options so they have more time for what matters.

The new visual identity includes a new emblem and contemporary, lively, fresh hues. A new digital advertising campaign, a new website, updated social media platforms, new brand figures, and new family-friendly products are all part of the rebranding effort.

“We did extensive research to deeply understand our consumers, and what they care about is feeding their families with healthy, easy meals and finding moments of connection and joy together. We refreshed the brand with a new brand promise, to bring little moments of happiness to busy families. We bring that to life in every element of our relaunch, from the colorful logo to our characters, and our heartwarming ad campaign,” Angela Santiago, CEO and co-founder of The Little Potato Company, mentioned, cited by Blue Book Services.

The new package features a transparent window to highlight the fresh, whole foods inside and is made to stick out on shelves. The brand’s positioning is further brought to life by the new packaging, which emphasizes key differentiators like quick cooking times of only five minutes, straightforward prep that doesn’t require washing or peeling, and culinary techniques like air frying that make preparation even simpler.

It also features a statement from the brand’s father and daughter creators about family and ecology as well as information about the family farms. As part of the refresh, product titles have been shortened and prefixed with “little” to strengthen branding and emphasize potato size as well as color, variety, or taste.

New brand characters are also featured on the pack: the Spuddies are yellow, red, and purple little potatoes who share messages like “enjoy the little things,” “fresh from our family farms,” and “a little win for a busy night at home.”

Beginning on March 28th, a digital advertising campaign starring heartwarming films of the Spuddies imparting knowledge over supper will back the brand refresh. The updated website and social media platforms went online today, and the new packaging is now starting to appear on shelves.

“Families today are incredibly busy, but we know that sharing a home-cooked meal provides invaluable family time and conversation. As a family-owned company we’re passionate about making it easier for families to enjoy a little moment of happiness together by making dinner easier through our convenient and delicious little potato products,” Santiago concluded.