Gluten-free, organic and high protein bean and pulse pasta brand Explore Cuisine unveils new packaging in April. The new look will see the full range move from a bag to box format, black to white colourway and benefit from new artwork intended to boost consumer awareness of the brand’s key messages, attract new customers and assert the brand’s place in both the free-from fixture and standard pasta aisle.
The new artwork features an eye-catching logo, clean font and transparent packaging cut-out, all intended to boost standout on shelf and heighten brand recognition. The health benefits of the range will also be clearly communicated on pack; namely the fact each gluten-free pasta in the range is high in protein, high fibre and organic.
The new packaging is intended to tap into the current consumer demand for health and wellness and to assert its position not only in the increasingly competitive free-from fixture, but also in the standard pasta aisle. Although this section of the supermarket is as yet relatively unexplored by free-from brands it holds untapped opportunity for those offering additional health benefits as interest in the sector grows.
Explore Cuisine was also the first pasta alternative with multiple health benefits to be displayed in the traditional pasta aisle in Sainsbury’s, so pioneered placement of free from products in this section of the supermarket.
In addition to the rising interest in free-from, the Explore Cuisine range also taps into the growing trends for vegetarian, vegan and lower carbohydrate diets.
With a cooking time of 7-8 minutes across the range, and approximately 5 minutes for the bean pasta, Explore Cuisine also appeals to consumers’ demand for convenience.
Alex Pegon, Explore Cuisine Brand Manager; commented; ‘As consumer demand for free-from options only continues to build we hope our new premium packaging will cut through the competition and clearly communicate the pasta’s place not only in the gluten-free arena, but also in the health and wellness and convenience sectors – ultimately cementing Explore Cuisine’s place in the free-from fixture and establishing a strong presence in the free-from pasta aisle.’
The roll out of the new packaging will be supported by social media, advertising and PR activity intended to communicate the packaging change to existing customers and educate and attract new ones. It will launch into multiples from April 2017 and roll out to other retailers during April and May.