Frozen meal, simmer sauce and snack brand Saffron Road is leaning into taste, texture and authenticity in its brand refresh, while navigating how best to communicate certifications on crowded packaging.
“Global cuisines are really catching on,” said Saffron Road’s CEO Adnan Durrani. “We’re a diverse brand. We’re not just a one-trick pony,” but instead develop global cuisines from Korea, Thailand, Mexico and India, Durrani said.
According to Durrani, this breadth helped the brand resonate with Millennials and what he calls “aspirational Baby Boomers,” fueling growth across major US retailers and even reaching international audiences.
A refresh for modern consumer needs
He noted that clean label and high-protein attributes were prioritized, particularly given rising consumer interest in satiety, GLP-1 usage and diet management.
“We not only [are] increasing the protein 50 to 100% in our entrees, but we’re also portion control. We’re 300 to 400 calories per entrée. It’s something that fits in really well with somebody who’s looking at how to manage their diet to get the maximum density of protein that they can,” he said.
He added: “We use almost zero sugar or zero added sugar in almost all our products. We’ve never really called that out before. So part of the refresh also is looking at what the modern consumer is really trending towards, trying to highlight that.”
Sustainability and design: compostable trays and cultural mascots
As part of its mission-driven approach, Saffron Road is moving to fully compostable fiber trays.
“We are a B Corp. Durrani said. “We are moving to completely compostable fiber trays, which is a great part of our mission.”
The redesign also brings a playful, regionally inspired touch. Instead of loading packages with multiple claims, the brand worked with illustrators from each cuisine’s home region to create mascot animals – such as a tiger for Indian cuisine or an elephant for Thai – that spotlight authenticity and cultural storytelling, Durrani explained.
The new packaging and product updates are rolling out across all 20,000 retail locations. Durrani said the team has been working on the redesign for more than a year, incorporating both design and recipe adjustments.
The challenge of certification real estate
While Saffron Road is both B Corp-certified and Non-GMO Project Verified (for its vegetarian entrées), the team had to carefully prioritize which certifications make it onto the front of pack, Durrani emphasized.
Durrani recalled consumer research from a previous refresh: “A number of especially millennial consumers said to us, ‘You have way too many claims on the package. It’s confusing to us. It’s not what we gravitate towards, so just put one claim on the package.’”
The brand now chooses one leading claim per SKU, such as “antibiotic free” for chicken entrees, “100% grass-fed” for lamb and beef, or the Non-GMO Project logo for vegetarian items.
Through consumer panel surveys and data analytics, Saffron Road identified the top product claim that resonated most with their target audience. “That’s how we landed on the final packaging callout,” Durran said, emphasizing the brand’s data-driven approach to streamlining packaging claims.
Premiumization despite inflation
While inflation continues to pressure shoppers, Durrani says he sees consumers trading up in frozen meals when brand values align with their values.
“We like to sell values for value,” he said. “The premiumization sector is still very live and kicking,” and in a post-COVID era, MAHA and the GLP-1 movement, “consumers are focused on better-for-you like they haven’t been in 20 years,” he added.
