HiPP’s organic USP was being undermined and its market share being eroded by competitors. The pack design was busy, lacking in food
values and ranging was
To improve brand credentials, appetite appeal and to differentiate from the competition. Create a portfolio architecture to cope with diverse sizes, pack formats, substrate and food groups and an accompanying navigation system to help mum negotiate the fixture quickly and easily.
Overall sales increased by 10%, with jars sales increasing by 7% against a market decline of 5%. Brand share increased by 13.6%. Overall the redesign gave the brand back its credibility and enabled it to successfully
launch into pouches, bringing incremental sales to