Mountain House Launches New Logo and Packaging

American freeze-dried meals brand, Mountain House, has contemporised its look with a refreshed logo and new packaging designs.

Named after an Oregon restaurant located on the slope of the Cascades that once served warm meals to outdoorspeople, the firm has a history dating back to 1969.

Its products are targeted at outdoor enthusiasts such as backpackers, hikers, anglers, and hunters.

The new look also forms the centrepiece of a national advertising campaign – dubbed “Adventure Made Delicious” – that is said to be the brand’s first marketing effort in decades.

“Consumer research revealed a rising consumer interest in freeze-dried meals, but also a knowledge gap. To address this, Mountain House is launching a new identity and packaging design that demystifies the category and attracts new shoppers,” says the company.

“The aim of our refresh is to introduce Mountain House and our fool-proof, batch-made meals to a new generation of outdoor adventure seekers, and with our ‘Taste Guarantee’, show just how confident we are that our meals are delicious,” adds Craig Mickey, chief commercial officer for the company’s dry food division.

To further capture the imagination of the “takeout” generation and address new comfort food preferences, the brand is also introducing two new flavours, namely, Chicken Tikka Masala and Kung Pao Chicken.

Source: Mountain House