Continental Sausage, Inc., Denver, Colo., completed a comprehensive rebranding of its product line, with a new brand name of CharcūtNuvo, a made-up combination of the words, “charcuterie” and “new” and pronounced as “Shar-koot-noo-voh.”

The rebranding program is a key element of the company’s ongoing process of bolstering manufacturing, staffing and marketing systems to meet the growing demand for its products in Whole Foods Market and Costco, along with a number of key specialty retailers and wholesalers.

Since taking over the family business in 2003, Eric and Jessica Gutknechts’ main focus has been to build operational systems to support sustained growth.

“That has paved the way for our need to invest in updating our branding, as we’ve generated much more visibility in an increasingly competitive environment,” says Eric Gutknecht, chief executive officer.

The mandate for this rebranding program was to more accurately showcase the product and company attributes.

The new product packaging strategically highlights the company’s inventive and flavorful products, such as Smoked Buffalo and Pork Jalapeño Cheddar Bratwurst or Mac-n-Cheese Furter.