Five years ago, consumers might have eaten dried wild blueberries for the gourmet experience. In 2015, they'll eat them for their anthocyanin antioxidants. Food packaging is phasing out "masterchef" and phasing in "superfood" benefits.
Nutriboost is a Dutch company whose mission is to help people achieve maximum good health and maintain it. Like many Australian brands (Nature’s Own and Bioglan among them), it is branching out from nutritional supplements to include “superfoods’ in its ranges. Designer, Dauren Serikbaev, was given the job of creating the packaging that would present Nutriboost’s “functional” foods – foods that blur the edges between gastronomy and therapeutics.
US beverage company, Onli Beverages, is swimming against the tide. Its therapeutic drinks were packaged to underscore their flavour credentials, in order to capture a wider target market and encourage trial outside the health beverage audience.
“Taste is everything. When the great chefs of our chefs of our time combine ingredients, they lay out an intricate palate of tastes that expand upon each other to shape a culinary masterpiece,” creative agency, Sack Lunch Marketing, commented. Sack Lunch marketing specialises in 360 degree brand development like Onli’s natural beverages
Onli’s blurb, “Free from artificial ingredients and made with the intent to be savoured rather than served as a "functional" beverage, recipes for Onli Beverages embody a variety of complimentary flavours that stimulate the senses and enliven the spirit,” may be flowery, but it also explains the intention behind its packaging.
Rise is a new brand – a range of superfood mixtures in Portugal, where “superfood” is defined as “Food for body and soul that contributes to an healthy and youthful body; food super concentrated energetically and nutritionally to provide the body an extra dose of vitamins, minerals and other nutrients, in a 100% natural and balanced way.”
The packaging task will no doubt be recognised by many Australian food companies and their designers: “The new brand should stand out in POS - both among natural products and vitamin supplements - in a growing and increasingly competitive market, and "touch" consumers.”
The task was given to MSTF Partners, and this is a sample of the results:
This is how MSTF explained its packaging decisions: “Superfoods provide well-being, health, energy, memory, clarity, strength, balance, physical and mental performance. But people need more than this in everyday life, like courage, will, motivation, peace of mind, good spirit, youth, joy, reasons to smile, inspiration. That’s why the new brand encourages, challenges, cheers up and inspires. And it gives you what no other gives you.
The products from Farm of Milk and Honey in the US get as “back to nature” as farm produce can without violating 21st century health laws. It is a Tier 11 raw milk dairy.
This is its About Us: “Welcome to the Farm of Milk and Honey, home of the happiest cows on earth! We are an Animal Welfare Approved (AWA), small, grass-based, organically managed micro-dairy in Washington, Vermont producing high-quality, delicious, creamy raw milk that is not homogenized (i.e., the "cream on top" kind!) or pasteurized. We also sell a variety of other products including raw honey and pastured pork.
Its packaging was designed by Depot WPF, an independent international branding agency ranked as the most creative in Russia. Yes, Russia. [Packaging trend no.4: business without borders.]
