Kerry Foods is to launch a new range called the Little Urban Food Company, which is to be sold exclusively at Waitrose.
Design agency Dragon Rouge has designed the packaging, brand name and narrative for the new product line, which, according to the agency, has a 'quirky, light-hearted style'.
Dragon Rouge was tasked with creating branding that would appeal to food-lovers who appreciate good food but have little time to cook from scratch. The packaging features bold, colorful graphics with the various varieties packaged in a microwaveable and reusable container.
“The opportunity to create a colourful new brand for food lovers like ourselves who don’t always have time to cook is really exciting – and we’re pleased that the feisty chef we’ve created, with his range of Little Urban Food Co recipes, is now making a bold appearance on Waitrose shelves," Marie-Therese Cassidy, creative director at Dragon Rouge said.
The range, which retails under the strapline 'Feisty food with an urban flourish', will include five varieties - Saffron Chicken; Tandoori Chicken Masala; Chicken & Chorizo Paella; Firecracker Chicken and Five Mushroom Pappardelle.
© 2013 - ESM: European Supermarket Magazine by Ellen Lunney
