Ciao Bella Gelato taps Affinnova for new look

This photo of new product packaging for Ciao Bella Gelato was provided by Affinnova.
This photo of new product packaging for Ciao Bella Gelato was provided by Affinnova.

Affinnova Inc. said it was selected by Ciao Bella Gelato to assist in a product packaging redesign for Ciao Bella’s frozen dessert products.

In order to maintain their market position, Ciao Bella decided to make a packaging change for their gelato and sorbet products, and for that purpose, it turned to Affinnova, a Waltham company founded by two MIT PhDs who saw that algorithms developed for genetic research had great relevance for measuring customer feedback for consumer products.

In a press release, Affinnova said it applied its methodology to explore more than 6 million potential packaging design concepts directly with current and potential Ciao Bella consumers. Through this process, the concepts were quickly narrowed to two leading candidates. The goal was to find packaging that appealed both to customers of Ciao Bella’s competition as well as to Ciao Bella’s loyal customers, Affinnova said.

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The company’s press release included a statement from Deborah Holt, vice president of sales and marketing at Ciao Bella.

“With Affinnova, we successfully resolved the subjective debate around a package change by incorporating consumer feedback when testing each design,’’ Holt said. “Both of our top concepts performed equally well under this process, outperforming the current package by 65 percent.’’

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