Nestlé UK is relaunching Sveltesse, its range of low-fat yogurts and smoothies, with a fresh packaging design by Coley Porter Bell.
The redesign comes as the chilled dairy sector becomes increasingly competitive with own-label ranges and products from rivals Müller and Danone. CPB is on Nestlé’s roster and was appointed without a pitch in autumn last year.
The consultancy has used design cues typically featured in personal care and cosmetic brands to create a new look for the product. Contemporary imagery has been placed on-pack to reinforce the zero fat and sugar content positioning. A warm colour palette has been added to the design to suggest a feeling of indulgence and break category norms of blue-and-white colour schemes.
Lesley Watt, brand manager at Sveltesse, says, ‘The new Sveltesse pack will appeal even further to our core target market of women aged 30 to 40 years old.’
‘The redesign helps Sveltesse compete more effectively by communicating ideas of health, well-being and beauty. It is flexible for new product development,’ says Graham Hitchmough, business director at CPB.
The Sveltesse range comprises yogurts – in flavours such as lemon cheesecake and red fruit crumble – and fruit-flavoured smoothies, a product category introduced at the start of this year. The packs are launching in supermarkets this this week. Sveltesse launched into the UK three years ago.
Last month, Coley Porter Bell and Haines McGregor were both appointed to Tesco’s design roster (DW 18 May). It is believed that the consultancies will undertake some of Tesco’s more innovative projects, to help build up its portfolio of own-label ranges.