The rebrand for the producer of berries includes a new logo, packaging and in-store merchandising in grocery stores across the U.S. and Canada  — the result of a consumer research study that determined what millennials and Gen Z wanted to see.

Consumer focus on wellness, environmental impact and macroeconomic factors such as the growth of the middle class creating more disposable income are shaping the global packaging market, said Charles D. Yuska, president and CEO, PMMI, The Association for Packaging and Processing Technologies.