Astound packages allergy sufferers’ food range Free From for Tesco

Astound has created the identity and packaging for Tesco’s nascent range of foods for allergy and food intolerance sufferers, Free From, going in-store this week.

According to Tesco head of packaging design Jeremy Lindley, market research revealed that up to 25 per cent of people in the UK may have such conditions.

‘Awareness and diagnosis is growing, and it became clear that [gluten-, milk- and wheat-free foods] are something customers want,’ he says.

Free From initially encompasses 50 foods, ‘with more to come in the new year’, Lindley adds.

A roster consultancy, Astound was briefed to develop an identity with ‘great stand-out on shelf’ that also communicated the key health information, says creative team leader Teresa Carter.

Meanwhile, Tesco announced this week that it is to trial a clothes range, under its Finest brand, in 15 stores. The Pemberton & Whitefoord-designed Finest identity will be applied to all packaging.