Domino® Sugar is Celebrating a Packet Rebrand

Domino Packet

Press Release

WEST PALM BEACH, Fla. — Commemorating more than 120 years as America’s trusted and preferred brand for genera­tions, Domino Sugar® is adding a little more sweetness with the launch of a fresh new look for its single-serving packet that will position the brand for the future while delivering the same product that operators have come to love and depend on for quality and consistency.

Since 1901, Domino Sugar has been delivering quality, consistency, and results that only a century of experience can bring, and the beloved product will not change. The brand’s refreshed portion-control packets will feature an updated logo and streamlined brand colors all while still maintaining the iconic yellow associated with Domino. Perfect for sweetening coffee, tea, or other beverages, the newly designed single-portion sugar packet will wow current and future foodservice operators and customers.

“Changing a legacy brand is a big decision,” said Paula Summers, Vice President of Marketing. “But after analyzing the positive, shifting attitudes about sugar and seeing the trends in the market, we knew this was the perfect time for a refresh.”

“Refreshing a brand comes with tremendous responsibility,” said Suzzette Arroyo, Director of Brand Management. “Domino Sugar has been trusted by generations of consumers and culinary professionals, and we approached this redesign knowing the importance of retaining the brand attributes our customers have associated with Domino for more than a century. We cherish our leadership position and know we must continue to evolve to be relevant and remain the brand of choice for our customers.”

Having previously announced the entire brand’s refresh, Domino Sugar proudly stated that it’s maintaining its classic angle and iconic D, but the Domino logo now includes “Crafted by Experts Since 1901” to reinforce the brand’s story and pride. Additionally, Confectioners’ products have been renamed to Domino Powdered Sugar to describe the type of sugar in terms that are more recipe friendly. Exciting changes include new seals on all foodservice products indicating Non-GMO Project verification, as well as a How2Recycle logo, which informs operators how to recycle in the most efficient and environmentally friendly way.

“We are incredibly excited about this packet refresh, and we’re sure our operators will enjoy the new look and feel as well,” said Laura Reiser, Sr. Manager, Channel Marketing.

Look for Domino’s refreshed packaging in foodservice establishments beginning this summer and visit for a sneak peek of the changes to come.

Domino Sugar is available across the Eastern United States. To learn more about Domino Sugar’s line of products for foodservice operators, visit


About Domino Sugar

For more than 120 years, Domino Sugar has helped millions of Americans bake something special and create memories that last a lifetime. Share the joy of baking with family and friends by using pure cane sugar from Domino Sugar. For classic recipes, baking tips, product information and so much more, visit

About ASR Group

ASR Group is the world's largest refiner and marketer of cane sugar, with an annual production capacity of more than 6 million tons of sugar. The company produces a full line of grocery, industrial, food service and specialty sweetener products. Across North America, ASR Group owns and operates six sugar refineries, located in New York, California, Maryland, Louisiana, Canada and Mexico. In Europe, the company owns and operates sugar refineries in the United Kingdom, Portugal, and, with a joint venture partner, Italy. The company also farms sugarcane and owns sugar mills in Mexico and Belize. The company's portfolio includes the leading brands Domino®, C&H®, Florida Crystals®, Redpath®, Tate & Lyle®, Lyle's®, Sidul® and Notadolce®. ASR Group is owned by Florida Crystals Corporation and Sugar Cane Growers Cooperative of Florida. For more information, visit