Australian-made infant and toddler milk-based nutrition brand, Nutura Organic, has unveiled a new design for its 3-stage range. The metal pack, printed by Visy, showcases art by children's author and illustrator Cheryl Orsinsi, a unique closure developed by Columbia, and a QR code from Trust Codes.

Orsinsi has helped present a story for Nutura that shows the development of a child transitioning through the stages of its life, depicted in three unique designs for the organic Australian range.

“We wanted to develop illustrations and artwork that symbolises the entire family unit in the village concept. As the saying goes, it takes a village to raise a child,” Jeremy Okraglik, co-founder and general manager of Nutura, tells PKN.

“Our brief was to have an Australian artist, create artwork themed around an Australian setting and the design had to represent the evolution of infants, toddlers and kids who consume the product,” he adds.

In addition to the graphic design, the lid of the packaging has been altered to include a scoop that twists off and clips back in; and a QR code that is included on the base of the tin, providing educational information about Nutura’s products.

The metal packaging was supplied and printed by Visy, while the plastic closure was delivered by Melbourne-based plastic solutions manufacturer Columbia.

“The benefit of the lid is that it is inserted under the scoop, unlike regular infant formulas, which include a scoop within the can that can only be located by hand,” explains Okraglik.

“We wanted to address this issue from both a hygienic perspective as well as the impact it could have on the quality of the product.

“To do so, we developed a format with Columbia which has the lid inserted under the scoop. The lid has a safety seal on the outside, and a hinge on one side. The scoop is then latched into the top of the lid where it can easily be relatched.”

The QR technology at the base of the Nutura tins uses Blue Dot technology, which supports the laser marking on the company’s traceability codes through its partners at Trust Codes. 

“We are very excited to be one of the first brands to incorporate the GS1 digital link within that traceability system in the southern hemisphere,” says Ben Lovitt, head of marketing at Nutura. “In a category dominated by the importance of safety and food security for both consumers and retail partners, traceability and demand for anti-counterfeit mechanisms will only continue to grow, so this has been an excellent project to be involved with.” 

The Blue Dot technology QR codes have been printed with a unique identifying number, which can be traced in the event that there is a need for quality investigation or potential product callbacks.

“In such occurrences we’ll be able to trace back to the specific can or batch to identify and investigate as accurately as possible what potentially could have gone wrong with that manufacturing batch,” says Okraglik. 

“If there is an issue, then parents will need to know immediately. The ability to instantly communicate that the product in a pantry or household is of a compromised state is very important to us.” 

Nutura Organic's 3-stage range is available nationally at Woolworths.

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