To solve this, we needed to make mushrooms the undisputed hero of both the product and its packaging. What better way to do that than with a mushroom-shaped tub? The packaging was designed to instantly communicate the primary ingredient—mushrooms—through its custom shape. We mimicked the silhouette of a mushroom stem on the front, creating a unique, tactile experience that stands out on grocery shelves. This not only helped draw attention but also conveyed a sense of familiarity, making it easier for shoppers to understand what the product is and how to incorporate it into their meals.
The mushroom pesto isn’t just an innovative take on a classic; it’s also a practical solution for Smallhold’s broader mission. By using their mushroom "shrink"—the excess or imperfect mushrooms that would otherwise go to waste—this product adds value to Smallhold’s fresh mushroom portfolio. The pesto is a great example of how the brand is committed to sustainability, turning potential waste into a delicious, versatile product that helps extend the shelf life of their mushrooms.
Whether used in pasta, spread on sandwiches, or as a sauce for proteins, the mushroom pesto offers a convenient, plant-based shortcut to umami, providing all the flavor without the usual work. Positioned in the refrigerated section near fresh mushrooms, this pesto invites curious shoppers to explore a new way to enjoy mushrooms while staying rooted in the familiar pesto format. By bridging the gap between an unexpected ingredient and a recognizable product category, Smallhold is introducing consumers to the world of specialty mushrooms in a way that is approachable, innovative, and delicious.
