Design: PB Creative Ltd
Location: United Kingdom
Project Type: Produced
Client: The Kraft Heinz Company
Product Launch Location: Netherlands
Packaging Contents: Ready to Cook meal ingredients
Packaging Substrate / Materials: Various

To the Dutch, Honig is like a member of the family. It’s the everyday culinary hero that helps consumers make something complicated, easy. The brand is inherently associated with helping Dutch families create quick and tasty meals with ‘the real Dutch taste’ through their ‘ready to cook’ meal ingredients such as pasta, soups, sauces and meal kits.

Renowned for its orange identity and 150 year Dutch heritage, Honig is the most trusted and best loved food brand in The Netherlands with 98% consumer awareness and presence in two thirds of all Dutch homes. However, younger consumers have more nostalgic associations with Honig and to them, it’s a brand that Mum buys that reminds them of the typical family dinner around the table. With consumer behaviour changing and more in-home meals being made from scratch, the category is evolving with fresh, new and exciting brands. Honig needed to refresh its perception in the category to align more closely with the latest consumer trends.

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