Kraft Heinz has teamed up with brand design agency Bulletproof to create branding and graphic design for its new range of dressings, packed in portable 3.2oz pouches.
The convenient format, which makes at least two salads, will encourage trial among consumers new to Kraft’s salad dressings range and offer easier portioning than larger bottle sizes.
Launching this month, the pouches will be available in classic ranch, golden Italian, chipotle-mango, vinaigrette, light balsamic vinaigrette, and zesty lime vinaigrette flavours.
Brand manager Lynne Strickler said: “Our biggest challenge was to create a design that did justice to the big, lively flavours and culinary adventure inside each pouch, while still remaining identifiably ‘Kraft’.
“We faced a two-fold challenge – reshaping our salad dressings brand offering, while also driving excitement in the category. An opportunity existed for Kraft salad dressings to lead a category change and I am thrilled we took on that challenge.”
Bulletproof commented: “We began our thinking with an in-person salad safari around the streets of New York. From high-end takeaway outlets to the fresh-from-the-source farmer’s markets of Union Square, a common theme emerged – the delicious, dynamic flavour possibilities a dressing and a little creativity can inspire.
“The final pouch design brings to life the excitement of the salad experience, showcasing beautiful, fresh ingredients tossed together with dynamic drizzles of delicious Kraft salad dressings. It’s a feast for the eyes that demands attention at shelf and establishes trust in the Kraft brand with generations of salad fanatics.”
© FoodBev Media Ltd 2020
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