McCormick Canada

McCormick Canada

October 13, 2010 06:00 ET

Packaging Overhaul for McCormick Canada's Club House Core Spices and Seasonings

LONDON, ONTARIO--(Marketwire - Oct. 13, 2010) - McCormick Canada has updated the packaging on its Club House Core spices and seasonings.

These changes include beautiful photography on the label showing the product in its natural, unprocessed state; easy to read, clean, modern font; and ideas on how to use the product highlighted on the side or back panel.

"In moving to a new design for the Club House Core Spices we wanted a more contemporary, upscale look that also leveraged fresh and natural," says Linda Stiles, Product Manager, McCormick Canada. "The new look takes advantage of the current trend to cook or bake more at home and will inspire consumers to shop the spice aisle. The goal of the new design is to help elevate Club House Spices and Herbs to a more premium position."

There is now a clear label that allows the texture and colour of the spice or herb to be seen. On the tins, the variety name is added to the side panel for ease of reading in the cupboard and a new red flip-top lid that maintains the tamper evident tab. On the large club pack size, there is a new bottle design that is ergonomic and easier to handle and a new red cap that maintains the dual flip-top opening feature.

In November 2009, McCormick Canada took the new Club House packaging design to consumer research with Ipsos where OptiScan technology was utilized, which measures respondents eye movements when viewing a planogram. Packaging Response Lab testing was also conducted.

"Results showed that consumers were very accepting of the packaging update, and were excited to see the evolution of the Club House brand," adds Stiles. "Some descriptors used for the new look were 'appealing, inspiring, educational, modern and unique to other offerings in the marketplace' – all very positive associations for the brand."

The new Club House Core Spice packaging design had strong results for Purchase Intent, Overall Liking and a change in feelings toward Club House as a brand. For Purchase Intent, 41 per cent of respondents said they would definitely buy the new packaging compared to 23 per cent that would definitely buy the old packaging. Overall liking went from 33 per cent that really liked the old design to 67 per cent of respondents stating they really like the new design. According to research done by The Strategic Counsel, "Likeability" of a brand (from packaging & advertising) is a very important factor in driving purchase decisions. "So having such a strong likeability score for the new Club House design highlights the potential this new design will have to drive sales growth," states Stiles. "There was also a significant change in feelings towards Club House after seeing the new design look – the new design had 35 per cent of respondents stating they had a much better opinion about Club House after seeing it versus just 7 per cent stating they had a much better opinion of Club House after viewing the old packaging."

"We also measured personality attributes of the new packaging. The new design more clearly communicated trusted, fresh, creative, approachable, contemporary and exciting," Stiles concludes.

Available at major grocery stores across Canada in the spice aisle, Club House Core spices and seasonings have a manufacturer's suggested retail price of between $2.19 and $8.49.

For more information on Club House, please visit or call toll-free at 1-800-265-2600.

McCormick Canada is a wholly-owned subsidiary of McCormick & Company, Inc., a global leader in the manufacture, marketing and distribution of spices, seasonings, specialty foods and flavours to the entire food industry - retail outlets, food manufacturers and food service businesses ( McCormick Canada, in business for more than 125 years, is pleased to note its Club House brand is now the 69th largest brand in Canada (Nielsen, 2010).

Product and recipe photos are parked at:

To view directions/ingredients for Dilled Shrimp Scampi on Rice, Blooming Brie Bowl, and Mexican Coffee please visit the following link:

Contact Information

  • For news media information and product samples:
    Mark LaVigne, APR, FCPRS
    905-841-2017 (office) or 416-884-2018 (cell)