Waitrose eats up B&G packaging

Butcher & Gundersen has redesigned the low-fat Perfectly Balanced food range for Waitrose, introducing clearer packaging and improved nutritional labelling in response to the growing problem of obesity in the UK.

The consultancy was appointed to the work last June and the designs will run from this week across the entire range, including 177 items such as soups, yoghurts, cakes and ready meals. It is the first time Waitrose has redesigned the Perfectly Balanced range since its launch in 2001. Interbrand created the original packaging.

‘The old look was very fussy and complicated. The healthy eating message was being missed with poor communication,’ says Jacqui Sinnatt, creative director at Butcher & Gundersen.

The packaging features a two-tone green quadrant, a colour that is associated with good health, according to Sinnatt. It also includes a tape measure band across the top of each pack.

Calories and fat content are clearly highlighted on the front of the pack, while additional nutritional information is outlined on the back.