Pilgrim's has introduced a new company logo and consumer packaging on its case-ready meats as the first phase of its strategic plan to reposition the company's brand in 2011.

The old logo, featuring a Pilgrim hat, has been replaced with a modern image of a chicken in red with "Pilgrim's" written in blue beneath the bird. The new logo began appearing on redesigned case-ready packaging in September 2010 and will be introduced in new packaging for frozen value-added items in the spring of 2011.

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"Today Pilgrim's is a stronger, more innovative company that is clearly focused on providing value-conscious consumers with high-quality, great-tasting meal solutions, and everything we are doing reflects that," said Andy Seymour, senior vice president of prepared-foods marketing. In an effort to make Pilgrim's products simpler to understand and more appealing, Pilgrim's announced plans to change the name of its "EatWellStayHealthy" line of fresh chicken to "Pilgrim's Quick & Lean." In addition, the company is introducing new packaging for its Fresh from Florida case-ready chickens.

Some of the new packaging will highlight Pilgrim's focus on healthier products, and the new logo will appear on company-owned trucks, signs and on a new corporate website in early 2011.