Case Study: Milk-Bone®


The J.M. Smucker Company wanted to update the look of its iconic Milk-Bone® dog treat portfolio in early 2020.


The new design performed well across multiple sub-lines within the portfolio (e.g., Flavor Snacks, Gravy Bones, etc.) and identified some optimizations to further enhance the emotional connection with pet parents.


The new design launched in 2021 in addition to a new TV creative, innovation, and other initiatives. Milk-Bone has accelerated in sales growth and is outpacing total category growth rates.


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Explore this and other case studies in 'The Power of Packaging to Drive Purchase Transactions,' our guide that provides data intelligence to the world’s leading brands to keep pace with the complex challenges presented by today’s physical and digital retail environments. Compiled over 50+ years of packaging tests, it now integrates insights from our cutting-edge, AI-powered product stack.

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