‘Most organic products are presented as “good-for-you-but-shame-about-the-taste”,’ says Adrian Whitefoord, creative partner at Pemberton & Whitefoord. The consultancy has attempted to move the sector into a more appealing mode with its new packaging for Crucial Organic Crisps, made by Free Natural. The range comes in brightly coloured foil packs, featuring ‘anarchic’ characters. Confectionery and soft drinks launches with the same branding are set to follow.

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