Bega has launched a new look and brand refresh for its Simply Nuts peanut butter. Bega says its latest packaging has departed the factory in Port Melbourne, where it’s manufactured alongside Vegemite, and is now landing on supermarket shelves across the country.
The overhaul of Simply Nuts’ packaging follows market research conducted by brand owner Bega, which it says revealed that it should communicate that its range is “healthy, natural and crafted with simple ingredients by peanut specialists”.
The updated design highlights that the range is still made with 100 per cent Aussie peanuts, and just a pinch of sea salt. Bega approached design agency Bulletproof to redesign the packaging.
Matty Johnson, creative director of Bulletproof said, “We were delighted to work with Bega to revitalise the Simply Nuts brand. It’s a dream brief when the truth of the product is so compelling; a natural peanut butter made with peanuts that are harvested right here in Australia. The new brand and packaging bring this truth to life in an honest, down to earth, simply nutty way.”
The label refresh also includes the addition of the 5-star Health Star Rating, making it easier for consumers to identify nutritious food products.
The company points out that it also features a nod to Aussie peanut farmers who supply Simply Nuts, with its peanut farmer characters on pack.
“We’re thrilled its newly designed packaging communicates this with its enticing visual cues,” said Jess Hoare, marketing manager of Spreads at Bega Group.
