Biscuits & Crackers

Going with the grain

According to thedutchtable.com blog, Beschuit (Dutch rusk) has been around since the 1400’s, when it was reputed that the Bishop of Utrecht (no less) was a fan of this ‘twice-baked bread’. During the 1600’s, the city of Wormer made quite a name for itself with a refined form of beschuit, which compared favourably with its contemporary the…

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Baked-in attraction

Baked "Healthy" Snacks on Shelf - Trust me, I'm healthy Issue

We’ve already seen how ‘natural’, ‘transparent’ and ‘simple’ codes connect to an aura of health without saying a word. But words can help to provide the final nudge to credibility and trust. Just think how many times you didn’t want that restaurant dessert until you read the word ‘caramelised’. In Snackland that word is ‘baked’,…

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Cheezy does it…

There were many contenders for good old-fashioned hard-selling packaging, but this one got my vote for a great Call-to-Action brand name, clear variety coding with no loss of impact, and even a sub-brand thrown in to the mix with no confusion caused. The only thing I’m not getting is a feeling of the taste of…

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Now you see me…

Pepperidge Farm Biscuits range on a supermarket shelf

Pepperidge Farm made a corner of the consumer’s mind all their own when they first launched white paper-feel bags to imitate corner-shop bakers. Whilst the conviction of the original packs seems to have been watered down judging by the right side of this display, at least they’re getting it right with Kids’ sub-brand Goldfish. The…

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The breakfast bandwagon

Well I wasn’t sure that the Brits would take to breakfast biscuits, but a £40 million Belvita brand built from scratch says that we have. It’s managed this by cleverly borrowing breakfast cereal imagery, not just with wheat ears and sunshine but also through format where the tall box plays its part. The standing biscuit…

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Loud and proud

Plenty of LU’s biscuit brands have cheaper Private Label copies, but Bastogne has been especially successful at maintaining a strong market share. When we created this pack 4 years ago we strengthened the signature blue and yellow colours of the Original pack, and added a bit of an edge to make sure consumers picked up…

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Star performance

Ice cream cones packages

If pizza offers the biggest pack in the supermarket, then ice cream cones must have the highest pack to product weight ratio. This Askey’s design punches well above its weight, complementing its simple but well-crafted product with all the fun and fantasy of the ice cream world. This is a deceptively simple and hence easy to…

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The way the cookie crumbles

Apart from one brave attempt to buck the trend back in the 1990’s, I can’t remember a biscuit pack that doesn’t show the product. But if there’s one area where private label really knows how to put temptation in front of us then it’s got to be this one. Branded biscuits more than ever need a story…

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Back story for hire

Cookies for kids on shelf in France

For many food manufacturers it’s a bit of a stretch to go beyond the ‘draw a face’ strategy because that means investing some serious time, effort and money developing your character to become ‘interesting’. Truly interesting for kids means a character with, well, character. What is their personality? Where do they live? What do they…

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Flag fatigue?

What’s a designer to do when presented with a commemoration packaging brief in 2012? What with the Queen’s jubilee and Britain’s hosting of the Olympics falling within 6 weeks of each other, the shelves are groaning with vain attempts to use the Union Jack in a ‘creative’ way. Marks and Spencer have so many souvenirs…

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