flb gets fruity with new Cow & Gate puddings range
06/03/2009

Cow & Gate, the Nutricia-owned baby foods brand, has launched a range of fruit desserts with traditional pudding names under its Baby Balance range. The products, which are now available in all major retailers, add to Cow & Gate’s broad product offer within the baby-feeding sector.

Brand and packaging agency flb has designed the packaging for the range, which comprises Apple & Pear Pudding, Apples & Custard, Banana & Mango Rice Pudding and Peach & Apricot Melba. Each recipe has no added sugar and contains one third of babies’ daily vitamin C requirements, while each pot is equal to a fruit portion.

flb was appointed to the task last August. Colin Mechan, Executive Creative Director at flb, said: “We were briefed to differentiate from the other desserts within the Cow & Gate range, Dairy Desserts and 100% Fruit, but to ensure the puddings range sat comfortably within the Cow & Gate Baby Balance umbrella. The resulting design conveys the fruitiness of the product with an illustration of leaves, but makes it distinct from the pure fruit range with the use of a fresh green gingham tablecloth, conjuring up the image of traditional, home-made puddings. The use of colour within both the title and the fruit image will also help consumers to differentiate between the ranges.”

Sarah O’Brien, Brand Manager at Nutricia, said: “flb has come up with a design that fits well with the overall Baby Balance range, but conveys the distinctive qualities of the fruit puddings. This becomes all the more important as we expand the range into new areas.”

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