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Heinz partners with Hornall Anderson for gluten-free line

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Heinz partners with Hornall Anderson for gluten-free line

May 15
10:20 2013

Food giant Heinz UK has responded to that need of Coeliacs and other gluten-free-seeking consumers by partnering with brand design firm Hornall Anderson to create branding and packaging for their new Deliciously Gluten Free pasta and sauces product line.

It’s one of the first A-list FMCG brands to venture into this category in the UK market.

Gluten, found in wheat, barley and rye, triggers an immune reaction in people with coeliac disease, damaging the lining of the small intestine and possibly other parts of the body.

With Coeliac disease affecting approximately 1 in 100 people, the UK is seeing a rise in consumers seeking foods that meet their restrictive dietary needs.

The Hornall Anderson team researched the many issues and benefits of a gluten free diet and tested various products available in the market. The increasingly widespread appeal of the products is taking gluten-free out of the specialist food category as many UK consumers are turning to them as an everyday health choice.

“This is a serious food choice for many consumers that can have potentially harmful results, therefore many gluten free brands tend tofocus on the negative aspects of the issue rather than the benefits for health and well-being,” said Hornall Anderson UK design director Andy Atkins Hornall Anderson.

“This can often result in poor representations of their non-gluten free equivalents or overly ‘medicinal looking’ packaging. Our challenge was to create a design solution that not only reassures Coeliac consumers, but also encourages mainstream consumers to consider the line as a positive and delicious alternative.”

The Heinz keystone and Coeliac UK endorsement provided trust and reassurance that allowed the design team to create a simple, pure design solution, layered with vitality and positivity in the background messaging and colour palette, and delicious food cues using fresh food photography.

The Deliciously Gluten Free line is comprised of pasta varieties: Penne, Macaroni and Spaghetti; and three sauces: Tomato Frito, Tomato & Basil, and Tomato & Oregano. The product line has already sold into three of the big five UK retailers, and Hornall Anderson says it has achieved a high degree of positive awareness amongst the UK Coeliac community.


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