RPE to rebrand bite-size potato line

Tasteful Selections, in partnership with RPE Inc., will go through a comprehensive rebrand of its full line of bite-size potatoes to better align its market-leading position with organizational core values while responding to customer and consumer expectations.

The company has been supplying the bite-size potatoes since 2010.

“I cannot think of a more exciting time for Tasteful Selections,” said Russell Wysocki, president of RPE, the sales and marketing partner of Arvin, California-based Tasteful Selections. “With multiple facility and acreage expansions over the last eight years and this rebrand, Tasteful Selections has become the company we all knew it could be, growing to meet demand while responding to consumer preference toward convenience items and smaller pack sizes.”

The brand makeover, according to RPE Marketing Director Tim Huffcutt, includes a complete packaging redesign involving more than 100 SKUs, introduction of multiple new flavors and a reconfigured website.

Careful consideration, Huffcutt, said, was given to every aspect of the Tasteful Selections brand makeover, including how color and photography help differentiate items on grocery shelves to maximize sales.

“Our retail customers understand better than anybody that, first, shoppers eat with their eyes,” he said.“The Tasteful Selections bite-size potato packaging incorporates vivid colors coupled with images of simple ingredients and appetizing prepared dishes to help time-pressed shoppers transform everyday meals into family favorites.”

Huffcutt added that retail buyers, food service customers and consumers alike appreciate the even cooking and consistent culinary experiences.

The brand launch will occur over several weeks, with a new Tasteful Selections identity revealed and new products and a comprehensive packaging lineup debuting at the Produce Marketing Association Fresh Summit in Orlando.