Brand refresh spotlights fermented food

Healthy food specialist Complete Organics has launched a striking brand refresh across its product portfolio to elevate organic fermented vegetables and accelerate category growth.

Designed to radically dial-up on-shelf standout, the comprehensive redesign spans the brand’s signature Turmeric Cauliflower and Original Kimchi right through to its unique Smoky Jalapeño Kraut.

“Our mission is to make delicious fermented food part of everyday shops across the UK,” explains Janis Englert at Complete Organics. “So we’ve refreshed our entire range to dial-up shelf appeal. The move will make it even easier for our regular customers to find their favourites while encouraging new shopper trial.”

To convert curious shoppers at the fixture, the new packaging introduces highly functional design cues. Key elements of the redesign include highlighting how each product features active cultures with an easy-to-spot icon. The product name is clearly signposted on each lid and is now the focal point of the front label. Also, spice level is easier to ascertain with clear visuals and the packaging expertly explains flavour profiles to inspire home chefs.

Plus, there are more ways to help consumers add effortless everyday meals to their repertoire with on-pack inspiration and a dedicated QR code which links to exciting recipes.

“Our fermented products with active cultures offer a conscious alternative to conventional, highly processed foods and make fermentation part of everyday life,” says Englert. “Our new designs will help cut through the noise in retail to help more shoppers understand what we stand for and buy into our brand.”

By Matt Chittock, acting editor