Stonemill Kitchens Cooks Up Smaller, Higher-End Design

The idea: Jumbo tubs were fine for Stonemill Kitchens’ line of six indulgent party dips when it was sold exclusively at club stores such as Costco, where everything is industrial-sized. But parent company Reser’s Fine Foods, Beaverton, Ore.,  knew this supersized approach wouldn’t work for the new channel it hoped to penetrate: supermarkets. While it was downsizing, it also decided to go for a more upscale look to attract burgeoning foodies to the brand. “The previous design wasn’t getting across the appetite appeal and the high-quality of the ingredients—they’re really thick, savory dips that can be put in a casserole dish and broiled, but that wasn’t clear,” said Karmen Olson-Stevens, category manager for Reser’s salads and dips business, which includes the Stonemill Kitchens brand.