Swedish frozen foods revamped

Swedish vegetable product manufacturer Topp has relaunched its packaged foods with design by Lloyd Ferguson Hawkins. The revamp is aimed at improving the public’s perception of the premium and economy ranges of frozen foods.

Topp, which trails rival frozen food brands Findus and Felix in the Swedish market, has completed the roll out of its renamed and repackaged range.

LFH was responsible for package redesign as well as a branding manual for Topp, which covers guidelines for corporate communications, advertising and future packaging design.

Topp, formerly known as Toppfrys, is primarily distributed through Swedish retailing giant Ica. But the firm expects to extend distribution of its product range following the redesign and planned advertising support.

Topp’s standard range features illustrative designs which are “quite bold, striking and different for the Swedish market”, says LFH managing director Alistair Ferguson.

Premium products feature photographic images aimed at conveying the freshness and “eco friendliness” of the range.

LFH was invited to handle the work without a pitch, based on the strong reputation it has in the Scandinavian market.

The consultancy already handles work for the Van den Burgh food group in Finland and Norwegian food group Mills.

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