Cow & Gate adds Pasta and Sauces to Baby Balance range
04/09/2008
Cow & Gate, the Nutricia-owned baby foods brand, has extended its food range with Cow & Gate Baby Balance Pasta and Sauces, a range nutritionally tailored for babies & toddlers, with no added salt or sugar and no artificial colourings, flavourings or preservatives.
flb, the Cheltenham-based branding and packaging design agency, has designed packaging for the range, which launches later this month.
The range comprises three pasta products: My First Spaghetti (suitable for babies aged 7 months plus), My Mini Macaroni (suitable for 10 months plus) and My Storybook Pasta (suitable for over 1 year). There are five sauces: Tomato and Basil, Tomato and Mascarpone, Casserole, Tasty Cheese and Tomato and 6 Veggies. All are suitable for babies from 4 to 36 months.
Cow & Gate Baby Balance Pasta and Sauces range sits alongside a revamped Baby Balance cereals range launched in April and a new Dairy Desserts range launched in July. The range is aimed at helping parents make nutritionally balanced family favourites just right for their little ones.
To emphasise the products' nutritional superiority, quality and use of fresh ingredients, the pack design incorporates fresh vegetables photography and a see through window to convey the various flavours. A 'chalk board' (such as restaurants use to promote their specials) containing the product title is used. Titles are chalked in colours indicating flavour variant, and the idea continues around the back of the pack with a recipe suggestion for each product.
Colin Mechan, Executive Creative Director at flb, said: “We were briefed in particular to communicate the product's quality and use of fresh ingredients, and to give the product good visibility. The 'specials board' concept fulfils both these functions, with the recipe suggestion also emphasising that Cow & Gate can help parents who want to provide their babies with 'home-cooked' meals.”
Maria Camacho, Brand Manager at Nutricia, said: “flb's pack design not only communicates our products nutritional quality sustaining our brand promise “healthy babies are happy babies” and it's delicious appeal but has also a great shelf stand out.”
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