Weight Watchers has refreshed the packaging of its entire retail range of low-calorie food products.
The new-look packaging will be rolled out gradually with more than 170 products across 30 categories available by January 2017. The design, which has been developed by Honey Creative, will incorporate a SmartPoints value, Weight Watchers’ latest programme innovation, and clear calorie and nutritional information to make it simple for consumers to select a healthier food option.
The packaging refresh incorporates a more modern feel to drive taste and challenge healthy eating perceptions, the brand said.
A strong blue ‘envelope’ and brand seal will seek to bolster visual identity in store and improve standout on shelf, it added.
Weight Watchers commercial director Mark Simmons said: “Healthy eating is increasingly on consumer’s agendas but with the number of messages about what you should and shouldn’t eat and what is and isn’t good for you increasing day by day, people can be left feeling very confused. Weight Watchers is a beacon in this cluttered environment.
“The SmartPoints value and nutritional information on pack nudge people to make heathier choices and the fresh look and feel is modern and eye-catching with delicious food photography, making people feel good about the food choices they are making.
“The move to SmartPoints earlier this year saw Weight Watchers reformulate a number of recipes across its product range to meet a change in consumer tastes and requirements.
“Research shows people are finding it far easier to find the product on shelf with only 5% of consumers having difficulty locating items – a decrease of 16% – and a 10% increase in intent to purchase with more than half of all consumers saying they would purchase the redesigned product.”
Weight Watchers has also extended its range of chilled prepared meals with a number of limited-edition products including Moroccan chicken and aromatic rice, Vietnamese curry and sticky rice, and high-protein seeded wraps with added British quinoa.
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