Beak & Johnston will roll out new packaging for its Pitango soup and risotto range, including new front-of-pack graphic elements to highlight health benefits.
The Pitango soup and risotto brand, which was founded in New Zealand and this year marks 10 years on Australian shelves, is sporting new packaging that rolls out across stores nationwide in February.
The popular pouch format, which had a colourful refresh in 2015, has been dressed up to cater to consumers' increasing “savviness” about healthy meal choices.
The new packaging design, executed by Sydney-based Jam&Co, clearly displays on the front of the pack exactly how many serves of vegetables are included in that particular product.
“We have updated our pack colours to be fresher, brighter and more natural, and highlighted our powerful health and naturalness claims on front of pack,” says Alan Lindeque, GM Brands for Beak & Johnston, “and most notably that every one of our classic soups has three or more daily serves of vegetables and how naturally low in calories our soups are.”
"With consumers increasingly concerned about what goes in their food, we wanted to highlight how natural and kitchen-cooked Pitango soups are," comments Sharon Addington, marketing manager for Pitango. "Our soups are made with ingredients you would find in your kitchen at home as well as locally sourced produce, and we never add any nasties like preservatives, flavours or colours into our products."
Pitango has been on Australian shelves since 2007 and has established itself firmly as a customer favourite with more than 70% of the products produced in the company's New Zealand-based kitchen cooked just for the Australian market.
Addington says the new packaging was designed to appeal to Pitango's large Australian 'fan base'.
"We wanted to make sure we were giving them tastes and designs that would appeal and showcase our delicious, authentic and natural brand proposition".
