{"id":13619,"date":"2026-06-09T12:27:38","date_gmt":"2026-06-09T16:27:38","guid":{"rendered":"https:\/\/www.packagingindustrynews.com\/?p=13619"},"modified":"2026-06-09T12:27:38","modified_gmt":"2026-06-09T16:27:38","slug":"did-pirates-booty-just-walk-the-plank-with-its-latest-refresh","status":"publish","type":"post","link":"https:\/\/www.packagingindustrynews.com\/?p=13619","title":{"rendered":"Did Pirate\u2019s Booty Just Walk the Plank With Its Latest Refresh?"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p class=\"wp-block-paragraph\">When a brand you\u2019ve known since childhood decides to suddenly rebrand after decades of a consistent look, there\u2019s only one way to describe it.\u00a0<\/p>\n<p class=\"wp-block-paragraph\">Emotional whiplash.\u00a0<\/p>\n<p class=\"wp-block-paragraph\">Pirate\u2019s Booty, the white cheddar puff that\u2019s been tucked into lunch boxes since 1987, just got its most significant rebrand since founder Robert Ehrlich first dreamed it up as a healthier alternative to the junk food of the time.\u00a0<\/p>\n<p><button id=\"expand-paywall-button\" class=\"expand-paywall-button\">Subscribe to Read More<\/button><\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/thedieline.com\/pirates-booty-rebrand-packaging-design-review\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>When a brand you\u2019ve known since childhood decides to suddenly rebrand after decades of a consistent look, there\u2019s only one way to describe it.\u00a0 Emotional whiplash.\u00a0 Pirate\u2019s Booty, the white cheddar puff that\u2019s been tucked into lunch boxes since 1987, just got its most significant rebrand since founder Robert Ehrlich first dreamed it up as [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":13620,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[165],"tags":[6943,4202,608,6944,2949,6945,3780,1177,6946,2099,6947,1547,6948,2918,6949,6950,6161,1052,6951,6952,564,6953,6954,888,6955],"class_list":["post-13619","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-packaging-news","tag-bit-o-honey","tag-brand-heritage","tag-brand-identity","tag-brand-loyalty","tag-brand-refresh","tag-cgi","tag-character-design","tag-cpg","tag-danimals","tag-expo-west","tag-fast-company","tag-hershey","tag-kids-snacks","tag-legacy-brands","tag-lunch-box-snacks","tag-matt-sia","tag-nostalgia","tag-packaging-design","tag-pearlfisher","tag-pirates-booty","tag-rebrand","tag-robert-ehrlich","tag-skinnypop","tag-snack-brands","tag-white-cheddar-puffs"],"_links":{"self":[{"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/posts\/13619","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=13619"}],"version-history":[{"count":0,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/posts\/13619\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/media\/13620"}],"wp:attachment":[{"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=13619"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=13619"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=13619"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}