# Consumer-Driven Cheese Packaging Pilgrims Choice is Introducing New Branding and Packaging By Michael Hemsworth | Published 2022-06-16 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/pilgrims-choice References: [conveniencestore](https://www.conveniencestore.co.uk/products/pilgrims-choice-debuts-new-look-packs/668495.article) & [pilgrimschoice](http://pilgrimschoice.com)  [Pilgrims Choice](https://www.trendhunter.com/trends/pilgrims-choice-inclusions) is introducing refreshed packaging and branding this month as part of a new strategy to help grow the brand's market share by adapting to consumer behaviors and preferences. The packaging update will feature a [color-coded branding](https://www.trendhunter.com/trends/fruit-bliss) to help shoppers easily identify what they're looking for and boasts flavor descriptors along with cheese imagery. These details are hoped to stand out in the grocery store as shoppers seek out a cheese product that suits their preferences. Brands Director at [Ornua Foods](https://www.trendhunter.com/trends/kerrygold-butter-club) UK Kerry Alexander spoke on the new Pilgrims Choice branding saying, "Our striking new pack designs are the first step in a multi-layered strategy to build the Pilgrims Choice market share by challenging market conventions and responding to changing consumer behaviour. At the heart of this is our focus on tapping into the real emotions that consumers experience when eating cheese and owning the key driver, when they come to select what to buy, namely great taste.” ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 63% | Activity: 40% | Freshness: 12% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Color-coded Product Branding:** Companies can adapt to consumer behavior and preferences by using color-coded packaging to help shoppers easily identify products, providing a new branding opportunity. - **Flavor Descriptors and Imagery:** Flavor descriptors and imagery on packaging can attract shoppers seeking out a product that suits their preferences, offering an opportunity to enhance product appeal. - **Multi-layered Branding Strategies:** Multi-layered branding strategies can challenge market conventions and respond to changing consumer behavior, helping to grow market share by tapping into the emotions that consumers experience when selecting a product to buy. ### Who This Affects Most - **Food and Beverage:** Food and beverage companies can differentiate themselves by offering product packaging with color-coded branding, flavor descriptors, and imagery. - **Retail:** Retail companies can showcase products with color-coded branding and flavor descriptors to attract shoppers seeking out specific and personalized items. - **Marketing and Advertising:** Marketing and advertising companies can assist businesses in developing multi-layered branding strategies that challenge market conventions and respond to changing consumer behavior, effectively tapping into the emotions that consumers experience when selecting products to buy. ## Related on Trend Hunter - [Regional Cuisine Cheese Ranges](https://www.trendhunter.com/trends/pilgrims-choice-inclusions.md) - [Regional Cuisine-Flavored Cheeses](https://www.trendhunter.com/trends/pilgrims-choice-cheese.md) - [Freshness-Enhancing Cheese Packaging](https://www.trendhunter.com/trends/sideopening-cheese-packs.md) - [Upgraded Brand Packaging Schemes](https://www.trendhunter.com/trends/higgidy.md) - [Value-Led Cheese Products](https://www.trendhunter.com/trends/cathedral-city-big-pack-range.md) - [Specialty Cheese Campaigns](https://www.trendhunter.com/trends/flavor-that-sings-campaign.md) - [Casual Pizzeria Marketing](https://www.trendhunter.com/trends/uk-pizza-chain.md) - [Rebranded Snack Packaging](https://www.trendhunter.com/trends/graze.md) - [Recyclable Shredded Cheese Packaging](https://www.trendhunter.com/trends/grated-cheese-packs.md)