New Covent Garden Food Company has launched a range of ready meals, with packaging design by Bristol-based consultancy Reach.
Reach, which has also created New Covent Garden’s soup cartons, has used the existing brand identity and recognisable illustrations for the packaging to ‘give reassurances and fresh, natural and creative cues’, according to Reach managing director Caroline Hagen.
Initially, the new ready meals range will be launched exclusively at Sainsbury’s. It comprises six single-portion varieties using ingredients and recipes from around the world. Each pack features a window with an image of the meal inside, as well as pictures of the ingredients around the outside.
Andrew Ovens, group marketing manager at New Covent Garden Food Company, says, ‘This is one of our most significant brand stretch developments.’