MISSISSAUGA, Ont. — The Schneiders brand is undergoing comprehensive changes to reinforce the principles on which the brand was founded in 1890, including craftsmanship.
To reflect this, Schneiders is leveraging “old world” methods — such as traditional hardwood smoking and original-recipe formulations — and has undergone extensive packaging changes across the brand’s product portfolio.
To signal its commitment to making food better and deliver on its brand promise, Schneiders established a culinary panel of 14 experts, including respected Canadian restaurateurs, chefs and food critics. During the last year, the panel conducted blind taste tests of more than 100 Schneiders products — providing their perspective on a full set of sensory attributes (appearance, smell, texture and taste) in comparison with the most artisanal competitors on the market. Panelists were also asked for their opinions on what could be improved in the products they sampled, to ensure they lived up to the quality and taste standards established for the Schneiders brand.
The resulting reset product lineup boasts new packaging, which features food photography the recently redesigned iconic “Dutch girl” logo and the brand’s signature blue.
“Our team has worked extraordinarily hard to make Schneiders meats better than ever — juicier, smokier, spicier, whatever the original recipe warrants,” says D’Arcy Finley, vice-president, Integrated Marketing. “To honour that authenticity, and the provenance of these premium products, we wanted our marketing campaign to be as genuine as possible.