To chase the millennial, of course! This morning, Perdue announced an update to their packaging, only the fourth major change to their brand design in 50 years.
OLD
NEW
With customers of all ages being more conscious of what they feeding their families the brand moved in a cleaner more friendly approach. Interestingly, Purdue notes that they are particularly trying to attract millennial customers with the "playful illustrations and vibrant colors" as well as the "trusted product attributes like no-antibiotics-ever, 100 percent vegetarian fed, no animal by-products, [and] raised cage free."
And in case you're wondering, the chicken's name is Pearl.