CPB butters up Benecol packaging

Benecol is to launch revamped packaging designed by Coley Porter Bell this month, as the company moves to protect its position as market leader in the cholesterol reduction sector.

The new look, the result of over 12 months work by the consultancy, will be applied across the entire Benecol range including spreads, cheeses, cereal bars, yoghurts and semi-skimmed milk.

Benecol is marketed in the UK by McNeil Consumer Nutritionals. Its assistant product manager Kelly Aspen says the consultancy was briefed to develop an identity that reflects the product’s leadership role in the sector.

‘Historically, Benecol has aped the category design language and we were looking for a strong new identity that would work across a number of categories,’ she says.

According to CPB creative director Stephen Bell, the launch of competitive products such as Flora Proactive gave added impetus to the need for a revamp.

‘Flora Proactive really attacked the market and [McNeil Consumer Nutritionals] realised Benecol’s packaging was letting it down. We were briefed to create a much more single-minded proposition focusing on cholesterol reduction,’ Bell says.

‘Because Benecol is a range of foods, we needed a colour that stood out in all sectors. We also wanted to incorporate a Finnish aesthetic into the design,’ he adds.

The London consultancy was appointed following a three-way credentials pitch.

Bell and senior designer Simon Adamson were creative leads on the project.