The Chattanooga maker of MoonPies has embarked on the biggest change to the icon's packaging in nearly two decades.

MoonPie, made in Chattanooga since 1917, has an updated logo and packaging that embraces its past to grow future sales, according to maker Chattanooga Bakery.

"The new packaging is very reminiscent of our historical packaging," said Sam Campbell, the company's president and fourth generation head of the family-owned firm. "It's designed to stir up the warm feelings people associate with our brand while also modernizing the look."

The aim, said Campbell, is so the package "jumps off the shelf and into your shopping cart."

Chattanooga Bakery is 110 years old, born from Mountain City Milling Co. While Chattanooga Bakery sold as many as 150 products early on, now it offers just one -- the MoonPie.

For the key update, the four-generation business hired a New York City-based company with expertise in brand identity.