Chattanooga, TN — MoonPie’s new packaging emphasizes the night sky theme while contemporizing the graphics with digital product illustrations, according to Chattanooga Bakery, Inc., which says this is the brand’s first redesign in about 20 years.

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Tory Johnston, vice-president of marketing, says: “We love how the new packaging celebrates the night sky, overtly plays up the ‘moon’ part of MoonPie, and also transforms the white — which holds big brand equity for us — into a fluffy cloud.”

Additionally, pack graphics better differentiate among the line’s three sizes, the company says.

The redesigned mini packs, which already are on the market, are seeing early sales lift, the company claims.