Premium organic baby and toddler food company, Little Freddie, reveals its ambitions to disrupt the market with stand-out packaging and design.
Newly-launched British brand, Little Freddie, is set to shake up the baby food aisle with its distinctive white packaging that speaks directly to parents, not to babies.
In a category full of loud colours and illustrations, Little Freddie’s stripped-back, grown-up packaging has been designed to, not only stand out on shelves, but to make shopping less confusing for parents.
The family-run brand – which focuses on using only the very best ingredients – is proving it’s serious about produce by showcasing hero ingredients on the front of each pack, making it clear what’s in each pouch. The ingredients are laid out to resemble a deconstructed plate, displaying the array of real food that the brand uses to create its tasty, nutritious and wholesome recipes.
The back of pack is also dedicated to real food; calling out exceptional ingredients and what nutritional or taste benefit each brings to the table, as well as highlighting the full ingredient deck to provide clarity to parents who no longer need to search for this important information.
Little Freddie’s new look was created by award-winning brand and packaging design agency, Springetts, for its UK launch in April this year, following recent multi-million-dollar success in Asia.
The team at Springetts designed the ‘squiggle’ logo to be reminiscent of sauce smears on a restaurant dish while also mimicking a child’s drawing to bring in a subtle element of playfulness.
Springetts design director Kevin Daly comments: “Little Freddie is all about exceptional organic ingredients and is unbeaten on quality so we wanted the package to reflect this. The design was inspired by the art of plating food in a restaurant and the child’s scribble mimics the puree techniques used by top chefs as the finishing touch to a plate. We’re very happy with the final packaging and loved working with Little Freddie on this distinctive design which will really shake things up in the baby food world.”
The brand’s UK launch is being supported by a robust PR and influencer programme, and is supported by highly-targeted digital and social advertising through which Little Freddie aims to disrupt the local baby food market with its unique and iconic visuals. Little Freddie will also be sponsoring family festival Gloworm this summer as part of its extensive event sampling programme.
Little Freddie can be found on Ocado, Amazon and www.littlefreddie.com with further roll out in supermarkets later this year.
