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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The fantastic design that OP created for our Olvarit fruit pouches outperformed our already high expectations. Within 3 months we went from third or fourth choice to a very solid #1 market position, which we still hold almost 2 years later. With hardly any advertising support we know that this performance was driven by truly effective design, convincing where and when it really matters: on the supermarket shelf.
Loes Wijnen, Sr. Brand Manager First Diet Benelux, Danone

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