Frozen foods packager McCain Foods has redesigned its Canadian packaging for pizza and other products to emphasize the wholesome nature of its ingredients. The packaging redesign is part of McCain’s “It’s All Good” drive to reformulate many of its products with what the company calls “clean and real” ingredients.

The new design, by Anthem Worldwide, removed what an Anthem spokesperson called “tertiary visual elements” to focus on appealing images of the product’s ingredients, in both a product shot and images behind the McCain logo. The back panel, teased by a corner of the front, reinforces the “It’s All Good” message with an ingredients list that features simplified components—or “explains” what unfamiliar ingredients are and why they are used.

“Research shows that 85% of Canadians are looking for prepared foods that are made with real ingredients they can recognize, and 86% want food companies to be more transparent about the ingredients in their food products,” says Heather Crees, McCain Foods’ vice president of marketing. “We are responding to their need for simplicity and transparency, and believe this will help strengthen Canadian consumers’ connection with the McCain brand.”