Sometimes after nearly 40 years, a brand’s relationship to its parent company can grow a little stale, and changes must be made. B&G Foods, producer of the famous Mrs. Dash line of salt-free seasoning blends, announced via press release that it is rebranding the product to “Dash,” dropping the “Mrs.” from its name.
“The Dash line of salt-free seasonings will continue to allow consumers to elevate their cooking quickly and simply – in a dash,” said marketing director Julie Gould (italics B&G’s).
Lest this be considered any sort of erasure of the woman behind the seasoning blend, Food And Wine points out that there never really was a Mrs. Dash. She was an invention of marketing executive Carol Bernick, who first developed the product as a salt-free alternative to use in her family’s meals. Notably, Bernick also helped to bring to life Molly McButter, the butter-flavored sprinkle for homemade popcorn that coated my entire childhood and probably still lines my stomach to this day.
Does Mrs. Dash, like Molly McButter, have a first name? We could always swap “Mrs.” for that. Something snappy, spicy, and modern, but still evocative of the speed and convenience that B&G hopes to convey. Mad(die) Dash? We’ll keep brainstorming.
DISCUSSION
If you play your cards right you can just add it to Wikipedia and convince everyone that’s always been the case. That’s what I did with Julius Pringles (no joke).