Batchelors packs follow recipe theme

Van den Bergh Foods has launched a new dried soup range under the Batchelors brand. Design is by DJPA.

Batchelors Soup Creations packaging is based around a recipe book theme. “The design needed to evoke images of home and hearth but make it relevant to both current Batchelors users as well as attract new consumers to the sector,” explains a DJPA spokesman.

Consultancy senior designer Nicky Burdett adds: “It was crucial to create impact through both a block of colour and product presentation, to quickly communicate the brand’s innovative nature and profile – warm, hearty, tasty – and made with a sense of pride.”

The six varieties are due to go on-shelf next month.