Heinz organic packaging by JKR

JKR has created the packaging for Heinz’s first foray into the organic arena with its ketchup, spaghetti and baked beans brands. The group has retained existing Heinz branding to reassure consumers, but it has also introduced a prominent new “organic” label above the brand name.

For instant recognition, the tomato ketchup features a bright green screw top to convey its organic values, in contrast to the existing white.

“The design communicates the key message that the products will look and taste exactly the same as their non-organic counterparts,” says Nir Wegrezyn, JKR managing director.

The range rolls out in-store from the beginning of October.