Müller introduced new packaging across all its ranges around a year ago, created by JKR. CPB says this new project is the first time it has worked with Müller.
CPB says its new work is aimed at improving navigation and increasing subrange differentiation, while retaining the blue Müller colours.
The consultancy has introduced high-quality photography of ingredients and aimed to make product titles more visible on single pots, multipacks and trays.
Vicky Bullen, chief executive of CPB, says, ‘As anyone doing the weekly family shop will tell you, you don’t want to linger too long in the chilled food aisles. They are just too cold.
‘That is why it was important to make the packaging more evocative, which will in turn make choosing flavours and varieties easier for consumers. We have transformed the packaging from signpost to invitation.’