Cowan Design refreshes Heinz babyfood ranges

Food giant Heinz is revamping its babyfood portfolio with the launch of several new products and an overhaul of existing ranges, with brand packaging by Cowan Design.

Heinz decided to carry out the work after it identified a ‘lack of distinction’ between the toddler and baby food ranges, as well as increased competition from rivals.

With the baby range design aimed at mothers, and the toddler products targeting both children and mothers, Belinda Smith, brand manager for snacks and drinks for babies and toddlers at Heinz, says, ‘We wanted [the designs] to look exciting and lively, something with shelf stand-out. It is about being more attractive, to bring some vibrancy in-store.’

The five-strong range portfolio will encompass three new products, Puree & Simple, Globe Totters and Cook at Home, and two existing ranges, Mum’s Own and It’s All Good.

Cowan Design was appointed without a pitch, following its previous work for the brand.

It was briefed to create ‘high-impact packaging design that targets mothers and engages toddlers’. The new packaging aims to reinforce the nutritional credentials of the range.

‘People would not necessarily think about using Heinz for these types of products, previously it would not be on their radar,’ says Cowan Design creative director David Pearman. ‘We wanted to bring a bit more personality to the packaging and make it stand out alongside its competitors. It was starting to look a bit corporate and dated, and it is a very dynamic brand. With such an instantly recognisable shape we were able to use the icon to express the different personalities of each product range, while at the same time engage with consumers.’

Set to launch over the next week, each range aims to offer a different style or product benefit, such as organic or helping busy mothers to prepare babyfood. The baby ranges are designed to appeal directly to mothers, while the toddler ranges, such as mini crackers, feature characters and pictures to appeal to children.

THE NEW RANGES
New products – Puree & Simple organic range; Globe Totters, offering tastes from around the world; Cook at Home, to help mothers prepare babyfood
Relaunches – Mum’s Own baby food recipes; It’s All Good toddler finger-foods