A buzz on the shelf
A playful and sustainable brand world drives sales
Danone, Olvarit
Visual Identity / Packaging / Brand Activation
+36%
Sales uplift within 3 months
#1
Baby food by value and volume
Olvarit is the traditional brand leader in baby food in The Netherlands, with a 30% share and the widest range of meal jars, fruit jars, fruit pouches, porridge and desserts. But in the fastest growing sector of fruit pouches, Olvarit was a late entrant and languishing in 4th place. This ambitious project set out to climb to the #1 position, solely through a packaging redesign.
Olvarit has outperformed its competitors across every metric it set out to achieve before the relaunch, becoming number one in pouches and staying there. It has the highest in-store rotation, reduced the share of volume sold on promotion, and maintained its #1 position in baby food, with an increased market share.
Using ‘Biodiversity’ as our theme (a clear link to Olvarit’s well-known support for regenerative agriculture), we successfully repositioned the Olvarit pouches as snacks for the positive category entry points recognised by Mums and Dads: as a treat, on the go, on days out and fun moments together.
By bringing new meaning to the brand through design, consumers were able to see clearly how it would fit into their lives; in fact a better fit than competitor brands Organix and Ella’s Kitchen.
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