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Issue Date: Vol. 53, No. 11, November 2013, Posted On: 10/22/2013

Oberto Reveals New Packaging, Branding For Premium Jerky Line

Emily Jed
TAGS: vending machine snacks, healthy vending, Oberto Brands, Oberto makeover, Oberto Oh Boy!, Eat Excellent Be Excellent, Greg Yahn, snack food

Oberto logo, beef jerky, meat snacks KENT, WA -- Oberto Brands, which makes pepperoni, jerky and other meat snacks, has removed the "Oh Boy!" moniker from its logo.

The new logo, said to be the brand's biggest overhaul in its 95-year history, simply reads "Oberto" in black text, accented by the longstanding brand colors red and green. Prominently featured on new white matte packaging is the mantra: "Eat Excellent. Be Excellent."

The new logo and packaging, rolling out this month, apply only to Oberto's all-natural jerky line. It is available in 2.5-oz. and 3.25-oz. bags and includes eight flavors, the newest being bacon jerky.

Oberto Classics -- Cocktail Pep and Smok-a-Roni Sticks and Oberto Meat Sticks -- continue to use the existing "Oh Boy! Oberto" name, logo and glossy red packaging.

Since switching its core jerky line in 2012 to an all-natural recipe, Oberto's sales are reportedly up nearly 50%.

"For a long time, mass market jerky was largely seen as an unsophisticated junk food, but not anymore," said Greg Yahn, vice-president of marketing for Oberto Brands. "We've elevated jerky and made it new and relevant for active consumers who want to get the most out of what they eat and are specifically looking for snacks to charge them up for their day."

The company is in the process of adding a manufacturing facility in Nashville, TN, to keep up with demand. It will join Oberto's existing Seattle-area facility.

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