Welch’s wanted to launch a new range of frozen peanut butter and jelly sandwiches. With it being a new offering leveraging Welch’s highly distinctive brand assets became a must — particularly its strong association with real fruit, its distinctive wordmark and color to establish credibility and continuity with the broader portfolio. At the same time, the packaging needed to signal a fresh point of entry into the freezer aisle that felt contemporary and competitive within the category while also being approachable.