Sainsbury’s updates kids’ brand

Parker Williams is ‘evolving’ packaging for Sainsbury’s soon-to-be-bolstered Blue Parrot Café children’s meal range, as the supermarket seeks to highlight the line’s nutritional benefits and boost its credentials in the competitive lunchbox market.

Parker Williams is ‘evolving’ packaging for Sainsbury’s soon-to-be-bolstered Blue Parrot Café children’s meal range, as the supermarket seeks to highlight the line’s nutritional benefits and boost its credentials in the competitive lunchbox market.

Sainsbury’s will add 35 new food and drink products to the range next month, with the emphasis on handheld lunchbox snacks.

According to Parker Williams creative director and project head Tamara Williams, the revamped packaging will help to strike the balance between appealing to children and their parents.

Nutritional information has been clearly highlighted on packs for parents’ benefits, says Williams. Original low-key nutritional tick-boxes have been replaced with a colourcoded ‘traffic light’ system placed more prominently on-pack.

Key nutritional attributes have also been added to product names, for instance ‘Chicken Breast Nuggets’, instead of Chicken Nuggets, with quality attributes highlighted in yellow. More vibrant graphics and jokes have been added to woo children.

‘We had to reassure mum, but we also identified a need for design development in the lunchbox arena that will speak to children. It’s all about giving the brand playground currency,’ explains Williams

Products to be added to the range include whole milk lollies, containing only natural flavourings, cheese dippers and fruit twists. Also making their debut are Chicken Lollies – effectively chicken nuggets on a stick.

Parker Williams, which is on Sainsbury’s packaging roster, was appointed to the project without a pitch.

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