Hill Ireland soups up Fresh & Wild’s own-label packs

Organic retailer Fresh & Wild will launch the first products in its own-label range next Tuesday with plans to move into the ready meals market later in the year.

Hill Ireland creative director Robert Anderson created the labels for the range, which makes its debut with three soups. The fee is under negotiation, either as a one-off payment or part of a development budget for the year, he says.

A single-size rectangular label will fit both the 300ml and 500ml conical soup containers, applied at a diagonal angle for ‘a hand-crafted look’, says Fresh & Wild marketing manager Peter Bradford.

The small size of the labels caused some difficulty in displaying all the required information, such as organic certification, ingredients and nutritional information, says Anderson.

The three soup variants will be added to in the coming weeks, Bradford says. The ready meals will include salads, hot entrées and an Italian range. ‘Soup is not typical of future own-label products. We’re just playing around at the moment,’ he comments.

Meanwhile, Enjoy Organic continues its repackaging, created by Haines McGregor.

Its cook-in sauces will relaunch on 15 January with a more ‘consistent, cohesive look’, says marketing manager Ian Hills.

The brief was to give the brand shelf-appeal to all consumers. Pack backs feature ‘off-the-wall information’, an Enjoy Organics mission statement and a Hotometer graphic that measures the heat of the sauce. The repack kicked off in October with the rollout of Enjoy Organic tortilla chips and cake slices.