Linda McCartney’s, the UK’s no. 1 vegetarian brand, founded by meat-free pioneer Linda McCartney, has today unveiled its updated packaging. This is the first packaging reiteration since 2016 and has been developed hand-in-hand with research on customer purchasing behaviour, along with creative input from the McCartney family themselves including a back-of-pack biography written by Stella McCartney. This new evolution, which will be seen on shelves from October, maintains the familiarity of the brand that has spearheaded meat-free eating in the UK for the last 30 years, and will also be easier for customers to locate when shopping.
Acknowledging the difficulties of standing out in the hard-to-see freezer section - and with consumers making decisions in just seconds between over 44,000 products - this new design features vibrant colours and bolder fonts to highlight the product descriptions and make it easier for consumers to find their favourite Linda McCartney’s product. Furthermore, the McCartney family’s personal creative contribution is visible on the pack. The brushstroke texture is inspired by Linda McCartney herself and the artistic style she employed in her photography, while Stella McCartney penned the biography on the reverse, reading, “In 1991, Linda’s love of animals, the planet, food and family inspired a revolutionary new veggie food company. Today more than ever, its caring and sustainable values make us proud to be part of what she started. Plant-based food for planet earth, from our heart to your home.” Linda’s category legacy is honoured with the front-of-pack statement, “Meat-free pioneer since 1991.”
Nadine Maggi, Managing Director at Linda McCartney Foods says: “The new evolution of Linda McCartney’s packaging really encapsulates the direction of the brand and addresses issues for consumers in-store. With the McCartney family’s input, the new vibrant and bold design is clearer and rings true to the brand’s ethos that continues to resonate with our consumers.”
Four different formats will be available; landscape and portrait boxes, freezer bags and watch-strap style sleeves over recyclable foil trays. Available on shelf from October in all major supermarkets.