FDBusiness.com

Design agency Homes & Marchant has created new packs for Mission Foods’ range of Deli Wraps.

Holmes & Marchant was tasked with creating a redesign of the packaging as part of a move to broaden the brand’s appeal and help its products to stand out on the shelf.

Consumer research revealed that the Deli Wraps range appeals most to mums looking for an alternative to traditional bread products.

Greg Vallance, creative director at Holmes & Marchant, said: “We wanted to use the pack to show consumers how they can create their own wraps simply and easily, using fresh ingredients – the kind of ingredients they would typically find in the fridge. For this reason, the design depicts everyday fresh ingredients on a chopping board.

“Consumer research told us that functionality was important and that the pack needed to be re-sealable in order to help keep the product fresh for longer. We made sure this message was communicated prominently at the top of the pack.”

He added: “Importantly, as the product is often stacked and laid flat on the shelf, we also wanted to make it easy for consumers to distinguish between the different grains and flavours used, so this information was clearly colour-coded across the base of the pack.”

Andy Lewis, UK marketing manager, at Mission Foods, said: “This packaging design clearly positions our Deli Wraps as an interesting alternative to traditional bread sandwiches and shares ideas with consumers about some of the tasty wraps they can make at home for themselves and their families.