Judds has redesigned the packaging for Solos Lites, KP’s renamed lower-fat crisps, to be launched this month.
The consultancy had to overcome the common perception that lower-fat products don’t deliver well on taste and texture, says a Judds spokeswoman.
The new logo is in dark blue with a red drop shadow. “Strong flavour cues were essential,” says Judds creative director Greg Vallance.
The product’s name is changed from Solos to Solo Lites to make its positioning clearer to consumers, according to KP.