Baby and toddler snack food company Little Bellies has re-branded its range with new packaging to reflect its healthy image.
Little Bellies marketing manager Georgie Scott told PKN the company's in-house designers worked on a more "friendly" design that was also clean and simple, to reflect the quality of its food.
"They wanted something that would cut through on-shelf and enable consumers to understand the key benefits of the brand immediately," she said.
"The previous packaging was far more busy and cluttered and it was difficult to understand the brand proposition. The fresh white design, complemented by strong pastels, really stands out and is far easier to see than the previous design."
Managing director Clive Sher said re-branding was currently being implemented across all Little Bellies assets, including packaging and online.
There are also four new products – two corn cake variants, a veggie corn ring snack, and cereal puffs which are now gluten- and wheat-free.
Each product is available in single packs ranging from 12g to 50g, with the recommended retail price ranging from $1.99 to $3.49.
Sher said a significant portion of the baby food category was organic – and growing – as more discerning parents sought healthy and convenient low-sugar, low-salt snacks which are also suitable for children with allergies or food intolerances.
"All our products are certified organic, with no added cane sugar or salt, artificial colours, flavours or preservatives and, when sweetening is required, they've been sweetened with grape juice, fruit powders or dried fruit,” he said.
An early leader in organic baby food, Little Bellies is still a dominant player in the category.
The new look reflects the brand's snacking message of “clean, simple, fun and friendly”.
