Although women control 85% of consumer spending, 59% of them feel misunderstood by food marketers, according to ‘Harbinger Women and World of Mouth Study 2012.’ Startup brand Kirsty’s aimed to address this issue with the packaging for its ready meals by creating an intelligent design for its ready meal range that ‘talks the language of women more eloquently.’ Kirsty Henshaw is a young mom in UK, who launched a dairy-free ice cream range in 2010, which got her a listing in Tesco. For her new ready meals range, Henshaw decided to address the issue with marketers that women faced.
“Through talking to our core consumers at initial focus groups, two factors drove our decision to radically change our branding for the new range,” explains Henshaw. “Firstly, it was clear that some negative perceptions around taste and experience existed in the ‘free from’ category. So we wanted to create something that stood for taste and deliciousness first.” Henshaw appointed Redshoe Brand Design, specialists in packing and brand design for women, to realize her vision for the product’s packaging and the agency duly responded to the challenge.
Emma Jones, managing partner at Redshoe, says, “The ambition for the project was to launch the very first, completely allergen free range of chilled ready meals, and create an inspiring brand that people could really trust. Part of our role was to help Kirsty define what that should be. With no advertising budget, the packaging needed to be so much more than, well, packaging.” While the allergen free aspect of the product is important, Redshoe reckons it has succeeded in designing packaging that immediately and primarily shows its contents as a tasty meal. Its ‘free from’ message is carried without giving the shopper the feeling there is a large pointing finger above them in the aisle with ‘allergy’ in bold letters.
The impact, resilience, and growth of responsible packaging in a wide region are daily chronicled by Packaging South Asia.
A multi-channel B2B publication and digital platform such as Packaging South Asia is always aware of the prospect of new beginnings and renewal. Its 16-year-old print monthly, based in New Delhi, India has
demonstrated its commitment to progress and growth. The Indian and Asian packaging industries have shown resilience in the face of ongoing challenges over the past three years.
As we present our publishing plan for 2023, India’s real GDP growth for the financial year ending 31 March 2023 will reach 6.3%. Packaging industry growth has exceeded GDP growth even when allowing for inflation in the past three years.
The capacity for flexible film manufacturing in India increased by 33% over the past three years. With orders in place, we expect another 33% capacity addition from 2023 to 2025. Capacities in monocartons, corrugation, aseptic liquid packaging, and labels have grown similarly. The numbers are positive for most of the economies in the region – our platform increasingly reaches and influences these.
Even given the disruptions of supply chains, raw material prices, and the challenge of responsible and sustainable packaging, packaging in all its creative forms and purposes has significant headroom to grow in India and Asia. Our context and coverage engulf the entire packaging supply chain – from concept to shelf and further – to waste collection and recycling. We target brand owners, product managers, raw material suppliers, packaging designers and converters, and recyclers.
In an admittedly fragmented and textured terrain, this is the right time to plan your participation and marketing support communication – in our impactful and highly targeted business platform. Tell us what
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