# Ugly Pizza Difficult Branding? By Ayman | Published 2008-08-07 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/ugly-pizza References: [nextnature.net](http://www.nextnature.net/?p=2642) This has got be one of the most challenging packaging art directions ever. I mean, what direction do you go when the name of the pizza is UGLY? Let's start with the brand name. Ugly Pizza is a new product by Schwan Consumer Brands that embraces the healthy trend for *[natural, honest food](https://www.trendhunter.com/trends/unique-snacks)*. The packaging for Ugly Pizza embraces the same notion and ditches [fake advertising](https://www.trendhunter.com/trends/higgidy) which we see on most food packagings and menus. For some reason, my burger never looks as good as it does on the menu. And those [microwave dinners](https://www.trendhunter.com/trends/new-yorkstyle-frozen-pizza-range) look much more enticing on the carton. Ugly pizza goes for a true representation of what's inside. And frankly, it's a bit scary. I don't know if the pizza looks like this inside. The cover looks as if some kids were having a food fight with the ingredients and they just landed there. If any of you readers have tried this new product, please let us know your feedback. I like the concept of honest food, but maybe I wouldn't mind being lied to a bit: ## Trend Insights (Trend Hunter) - Score: 5.4/10 - Popularity: 76% | Activity: 79% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What Makes This Trend Stand Out - **Authentic Packaging:** Opportunity for brands to embrace honest and true representations of their products, moving away from fake advertising. - **Natural Food Trend:** Growing consumer demand for natural and honest food products presents an opportunity for brands to create innovative and healthier options. - **Consumer Feedback and Transparency:** Importance of gathering feedback from consumers to understand their opinions on new products that embrace authenticity and transparency. ### Sectors Adopting This - **Food Packaging:** Opportunity for food packaging companies to create designs that accurately represent the product inside and appeal to the trend of authenticity. - **Frozen Food:** Disruptive innovation opportunity for frozen food brands to cater to the natural food trend by offering healthier and more honest product options. - **Fast Food:** Chance for fast food chains to incorporate authentic representation of their food into their branding and packaging, appealing to the growing demand for natural food. ## Related on Trend Hunter - [Unsightly Oatmeal Campaigns](https://www.trendhunter.com/trends/quaker-deliciously-ugly-campaign.md) - [Deceptive Pizza Campaigns](https://www.trendhunter.com/trends/pizza-hut-frozen-pizza.md) - [Anti-Design Pet Food Packaging](https://www.trendhunter.com/trends/gentle-giants.md) - [Frozen Pizza-Centered Campaigns](https://www.trendhunter.com/trends/frozen-pizza-publicist.md) - [Functional Health-Focused Packaging Aesthetics](https://www.trendhunter.com/trends/cleveland-kitchen1.md) - [Heritage-Driven Bread Branding](https://www.trendhunter.com/trends/the-gonnella-baking-company.md) - [Food Packaging Refreshes](https://www.trendhunter.com/trends/higgidy-1.md) - [Ready-to-Bake Artisan Pizzas](https://www.trendhunter.com/trends/pizzaexpress-specials.md) - [Pizza-Inspired Skincare Sets](https://www.trendhunter.com/trends/glow-hubs-pizza-my-glow.md)