News Bulletin 29.07.11
It isn’t often you come across a pack that really stands out on shelf and makes an invigorating statement – especially in a category such as cooking oil, which tends to be highly competitive (and overbearing at shelf). Cue Borderfields, a bottled Rapeseed Oil which is hoping to bolster sales with this rather bold pack design. Breaking away from traditional design cues for the sector (branches, vines, nature in abundance), the company worked alongside Cubic to produce a bottle that feels contemporary and fresh. Whilst charming illustrations suggest British provenance and help differentiate this from foreign competition, a bright colour palate cues taste, quality and richness.
Heinz meanz businesz this week, as the king of the tinned-soup category caused a stir with the release of its first ever instant offering. Backed by a £2million marketing campaign, the ‘Squeeze & Stir’ sachets are set to rival Batchelors’ Cup a Soup yet inject a degree of healthiness into the category by containing one of your recommended five-a-day. Made from real vegetable puree, flavours include Cream of Tomato and Minestrone…perfect for that afternoon-lull-inducing snack!
Last week saw the release of Foster’s’ latest offering, Foster’s Gold. A more premium product from the brewer, the lager aims to attract those who want to drink from bottles on certain occasions, yet “aren’t comfortable with the taste of Continental bottled beers”. The pack favours heavy embossing over labelling and graphics in order to communicate quality – given unfamiliarity with the Gold moniker, it may be placing a heavy burden on the diminutive brand logo to generate sufficient standout. And with Carling hot on its heels with the impending release of the more premium Carling Chrome it will be interesting to see how it fares.
Since summer is synonymous with ice-cream, it seems timely for Unilever to unveil plans to release Café-Zero – a new coffee-based ice-cream drink. Aimed at young urbanites, the drink will be packaged in coffee-style cups and launched next summer across the UK and Western Europe. Flavours include Cappuccino, Espresso and Mocaccino.