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Issue Date: Vol. 53, No. 6, June 2013, Posted On: 5/10/2013

Little Debbie Logo Gets Makeover

Emily Jed
TAGS: McKee Foods, Little Debbie, Little Debbie logo, Debbie McKee-Fowler, Little Debbie snacks, Chris McKee, snack food industry, vending machine snacks, brownies

SEARCH TERM COLLEGEDALE, TN — McKee Foods is modernizing its iconic Little Debbie for only the second time since the brand's 1960 debut. The new logo is still based on the original photograph of McKee Foods executive vice-president Debbie McKee-Fowler, granddaughter of company founder O.D. McKee, when she was three-and-a-half years old.

What's different in the modernized rendering is that her auburn hair is darker and has fewer curls, and a plaid shirt with a rounded collar replaces her lace-embroidered pointed collar. Little Debbie is still wearing the iconic straw hat in the updated graphic, but its "stampede string" is removed. The red ribbon with the name Little Debbie on it also now has a more contemporary style.

"The previous logo looked a little dated, so it was time for a minor makeover," said Chris McKee, executive vice president of marketing and sales for McKee Foods. He said the company opted to make subtle changes to maintain the wholesome look on which the brand was built.

After launching in 1960, McKee did not redesign its original Little Debbie logo until 1985. The company said its most recent logo change took a year to complete and required 16 different renderings. McKee-Fowler personally approved the logo redesign. "I love the new look," she said. "We thought it was best to make subtle changes as opposed to dramatic changes."

McKee Foods will soon add the Drake's snack cake brand to its repertoire through a $27 million purchase from bankrupt Hostess Brands. | SEE STORY

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