Two Cultures, One Plate, Zero Rules.

Introducing an innovation within an established brand offering.

Cross Roads, a new line that harnesses the brand’s penchant for “worldly cuisine” and merges it into familiar, Italian-inspired formats, debuted at the 2026 Natural Products Expo West. Preliminarily, offered in five varieties: Beef Birria Rigatoni, Butter Chicken Cavatappi, Lemon Miso Chicken Alfredo, Hatch Chile Chicken Pesto and Cheesy Korean-inspired Ravioli.
The packaging’s visual contrast mirrors what’s inside: unexpected pairings, global creativity, and fearless flavor. Anchoring it all is the trusted Saffron Road shield, reinforcing the premium quality and ingredient integrity consumers expect. The result is dynamic, disruptive, and unmistakable on shelf.
Crossroads officially rolled out to Kroger stores nationwide in Spring 2026.

Project Scope

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Brand Extension | Product Line Naming | Brand Story/Tagline | Identity | Packaging | Activation | Digital | Brand Guidelines

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