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Mrs. Renfro’s Salsa Unveils Updated Brand Identity

Mrs. Renfro's former look.
This is an example of how Mrs. Renfro's products looked before.

Fort Worth, Texas-based Mrs. Renfro’s Salsa has unveiled new branding and advertising after two decades of the same look.

A fresh, modern logo, redesigned labels and lids, an updated ad campaign, stationery and other branded items are set to roll out this summer.

Featuring a new tagline—”True to Family. True to Flavor.”—the refreshed design is the first brand update for the company in more than 20 years. In addition, the new advertising and creative platform will feature historical Renfro family photos to pay homage those who have played a role in the success of the family-owned company. 

“The new logo, updated labels and rejuvenated creative approach for our salsa and condiment lines mark an exciting moment for our entire company,” said Doug Renfro, president of Renfro Foods. “We feel that the new designs represent our Texas family roots while reflecting the growth, diversity and fun nature of our product lineup.”

Renfro Foods is a third-generation family business that manufactures salsas, peppers, relishes and sauces. The company’s award-winning salsa line, Mrs. Renfro’s, includes more than 30 products available through supermarkets, gourmet food stores and gift shops in all 50 states and internationally. It is the seventh largest salsa brand in the United States. Originally founded in 1940 as a packaged spices and pepper sauce business, the Renfro family has continued to evolve and expand the brand. In 2018, the company was named a finalist for the Dream Big Small Business of the Year Award by the U.S. Chamber of Commerce.

Mrs. Renfro's former look.
This is an example of how Mrs. Renfro’s looked before.

About the author


Treva Bennett

After 32 years in the newspaper industry, she is enjoying her new career exploring the world of groceries at The Shelby Report.

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