FDBusiness.com

Patak’s Paste Pots Unleash Indian Flavours Easily With Design by Hornall Anderson

 Breaking News
  • Müller to Review UK Food Service Delivery Operation A food service delivery operation supplying fresh milk and other products to 3,000 non-residential customers in England and Wales which is suffering losses of around £5 million per annum, is to be reviewed by Müller Milk & Ingredients. The company has confirmed a 45 day review and consultation, placing 250 roles at risk of redundancy. [...]...
  • Ryvita’s New Re-Launch Following a hugely successful year in 2017, healthy snacking favourite Ryvita is kicking off 2018 with not only a brand new campaign but also an exciting re-freshed look in addition a host of new and innovative products. On a mission to help women enjoy positive healthy living every day, Ryvita has teamed up with CRUK and one of the [...]...
  • Campari Group Launches New Super Premium Gin Campari Group has launched its new super-premium Italian gin, O’ndina, in the UK. The UK is the first market to roll out the product, which will later launch globally. With the launch of O’ndina, Campari Group enters the fast-growing Super Premium Gin category, with this Small Batch Italian Gin, crafted in Italy using fresh basil [...]...
  • KITKAT Ruby Arrives in the UK Nestlé UK is introducing a Ruby chocolate version of its iconic four finger KITKAT. Consumers in the UK will be the first in Europe to try a four finger KITKAT made with Ruby chocolate, a fourth chocolate after dark, milk and white. This unique KITKAT offers a new taste experience. The crispy four-finger wafer bar is [...]...
  • A Wee Dram Goes Further Than You Think Thanks to Goplasticpallets.com It’s one of the world’s favourite food exports and it’s important to keep the whisky flowing at all times. As the US writer, Mark Twain said: “Too much of anything is bad, but too much good whisky is barely enough.” That’s why The Edrington Group, the international premium spirits company, approached Goplasticpallets.com when it needed [...]...

Patak’s Paste Pots Unleash Indian Flavours Easily With Design by Hornall Anderson

Patak’s Paste Pots Unleash Indian Flavours Easily With Design by Hornall Anderson
June 22
09:10 2017

A new range of spice Paste Pots by Patak’s has launched into Morrison’s with contemporary packaging design by Hornall Anderson. To showcase the intense aromas and flavours generated by the paste pots and forge a sensory experience for the consumer, graphic squirls feature on the front of pack.

Patak’s wanted to communicate the benefits of its single use Paste Pots range to an audience looking for greater involvement from cooking, or who wanted to reduce the time required to produce guaranteed delicious and authentic curries. The range currently includes Madras, Tikka Masala and Korma.

The Patak’s brand has always been seen as a leader in the category, but to ensure Patak’s Paste Pots stood out on shelf and communicated the benefits, it needed to redefine its sub-brand look. Eye catching purple, orange and cream squirls represent the flavour variants and help grab attention. They also serve to illustrate the intense and indulgent nature of the product.

A sensory experience is created on front of pack with the use of the graphic illustrations, showing an emerging trend within food packaging, which ignores traditional food photography. Colours, shapes and graphics make packaging feel modern, while the team at Hornall Anderson took inspiration from the colours at holy festivals in India, selecting a vibrant and foodie colour palette. A paisley pattern adds interest.

Ensuring success

Kim Van Elkan, Managing Director, Hornall Anderson, says: “We had very limited space to work but the use of a graphic illustration on the front of pack overcame this challenge and communicated the sensory experience which will attract consumers looking for an easier and more convenient way to blend spices. Graphic illustrations feel so modern and will be a big trend going forward.”

Paul Watmore, UK Marketing Director, AB World Foods, adds: “The launch of Patak’s Paste Pots is one of our biggest and most important innovation projects and will introduce many new consumers to the wonders of Patak’s Paste Pots. Getting the design right was a vital part of ensuring success and I feel Hornall Anderson managed to do a great job.

“Patak’s has a very strong design hierarchy across its range, designed to create maximum brand stand-out in store and help consumers navigate to the right product. However, with Paste Pots we needed to generate extra stand-out for a new range, on an innovation project that was designed to be very shelf-efficient for retailers. The graphical expression of an explosion of flavours coming out of the pot will entice consumers to try the new Patak’s Paste Pots.”

Patak’s Paste Pots are available in Morrison’s now and will be available in most major retailers including Asda, Sainsbury’s and Tesco in the coming weeks.

About Author

mike

mike

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • April 22, 2018Natural & Organic Products 
  • April 24, 2018Scandinavian Wine Expo
  • April 24, 2018Seafood Processing Global
  • April 24, 2018InterFood Krasnodar
AEC v1.0.4

Jobs: Food Packaging

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber





Subscribe Here



Advertisements