Morrisons is to launch a new private label meals range for children called 'Just For Kids', which will roll out during September.
Built around the strapline 'Kids at heart, mums in mind', the new range features spaghetti bolognese, sausage and mash and chicken casserole.
The packaging for the new range, which has been designed by Elmwood, features product photography and an illustrative style, aiming to create a ‘level of humour for children to build a story around’, according to the design agency.
Key nutrition information is highlighted in a section marked ‘the grown up bit’, while the British origin of ingredients is prominently displayed on front of pack.
Kelly Broomhead, senior account manager at Elmwood, said, “We’re really thrilled with the way the new look and feel strikes the perfect balance between appealing to kids’ sense of fun while also shouting about the nutritional value and provenance of the food for parents.”
"This was the first step in transforming Morrisons kids’ food offering so it was crucial to get the design concept just right."
She added, "The new look and feel strikes the perfect balance between appealing to kids’ sense of fun while also shouting about the nutritional value and provenance of the food for parents."
Carol Turner, strategic design manager at Morrisons, said, “The new Just for Kids concept really captures everything that’s so important about the range. We’re delighted with the way Elmwood’s designs bring to life the fun and enjoyment of mealtime for kids, while also reassuring mums and dads about the value of what their kids are eating. We look forward to seeing the new brand roll out across more categories in the coming months.”
The Just for Kids concept will be gradually rolled out across 33 lines from five categories, with more to be added over the next six months including milk, yogurts, frozen, chilled juice and prepared fruit.
© 2013 - ESM: European Supermarket Magazine by Ellen Lunney
