Alpino had very little distribution and was getting lost on shelf. A review of the competitive landscape found a sea of sameness - products using yellow labels and the exact same jar. Miller | Reaves saw this as an opportunity to refresh the brand, elevating it to a premium line. The brand was given a shorter jar with a gold top and fresh bold graphics that matched the quality Italian toppings inside. This lead to larger regional distribution and being a featured at Subway.