Bega Group has released a whipped peanut butter product in a recyclable tub and lid, with a paper label supplied by Labelmakers and packaging design by brand agency Edison.
The packaging is designed to help the product stand out in what Bega describes as a “highly competitive” spreads category. The tub uses a “disruptive colour system”, dynamic typography, and product texture as visual cues to communicate the whipped format to consumers, according to the company.
The whipped peanut butter is positioned as a spoonable, lighter alternative to traditional peanut butter, intended for dipping, topping, or eating directly from the container. Bega says the new format offers “fresh consumption occasions” for a well-established pantry staple.
Photography for the campaign was by Pete Dillon.
