P&W serves up ready-made meals

Pemberton & Whitefoord has created packaging for The Really Interesting Food Company’s range of vegetarian ready meals, which will be on-shelf in supermarkets from late November.

Pemberton & Whitefoord has created packaging for The Really Interesting Food Company’s range of vegetarian ready meals, which will be on-shelf in supermarkets from late November.

Ready-made meals (example pictured) are the company’s second product offering, following its launch of a range of soups in the late-1990s. The lines will be stocked by Sainsbury and have a listing pending with Tesco.

Pemberton & Whitefoord managing partner Adrian Whitefoord says the design set out to ‘make the packaging a bit more grown up’, in order to extend the products’ reach from specialist delicatessens to large supermarket chains.

‘The product appeals to the [healthier] free-from categories the majors are honing-in on right now. We’ve designed the packaging to appear quite mainstream without being too corny.’

The consultancy dismissed ‘predictable’ imagery of products or ingredients in favour of photographs that ‘capture the essence of the region’, he adds.

Whitefoord and designer Joy Halstead were creative leads. The consultancy was appointed on the strength of previous work for the client, having already designed the soup packaging.

Meanwhile, Pemberton & Whitefoord has revamped packaging for Tesco’s Christmas food range, with over 250 products rolling out from this month. The three-tier designs are colour-coded, with standard, luxury and Finest ranges in red, gold and silver respectively.

‘We wanted to give the Tesco’s packs a traditional feeling without revisiting the cliché of the Victorian era,’ says Pemberton & Whitefoord managing partner Simon Pemberton.

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