Hot Pockets have grown quite a lot from the days when that catchy jingle would play on the television. But while theyâd been a staple of the frozen food section for years, their packaging felt frozen in time. Nestlé, who owns the brand, decided it was time to switch things up.
âEvery couple of years, we do a brand essence refresh, if you will,â said Tom Davie, strategic design manager at Design Center of Excellence, Nestlé USA. He worked closely alongside Joey Mann and Neil Sadler to give Hot Pockets a revamped look. âThere is sort of an evaluation of where the brand stands. In this case, there was a major pivot in the brand positioning. Historically, we had always leaned into the buyer. They were always our main target. There has been a push internally to switch that, so we focused on both the eater and the buyer.â
