CHILLI launch full range packaging redesign for Fish Said Fred

Food packaging design specialist, CHILLI, has completed a full range packaging redesign for New England Seafood’s ‘Fish Said Fred’ brand.

New England Seafood asked CHILLI for help in creating a cohesive packaging design that would encompass its core range of fish fillets and whole fish, as well as being able to stretch into its new Oven Ready Range.

Shopper research indicates that there are still a number of key barriers to purchase when it comes to buying and cooking fish. Consumers are unsure how to cook it and have limited knowledge on recipes. 

To combat this, CHILLI has put simple, easy to cook recipes at the heart of the packaging design. Using QR codes which link to an online recipe hub for consumers to follow along at home. Mouth-watering photography is also supported by quick cooking time messaging to help overcome the barriers to purchase. The designs highlight how easy it can be to cook great tasting meals with sustainably sourced fish (100% MSC and ASC certified).

Lisa Cowell, Head of Marketing at New England Seafood, said: “We partnered with CHILLI because of their extensive experience in the food sector. The team grasped the objective and came up with a solution that instantly addresses consumer barriers around cooking with fish, inspiring them with how quick and easy it is to cook a delicious, healthy fish meal. This is the start of an exciting journey.”

Andy Heap, Managing Director at CHILLI, added: ”It was great to work with the Fish Said Fred team and have the opportunity to make a real difference in the fish category – and ultimately for shoppers.”

The new designs are in stores now, including Tesco, Sainsbury’s, Ocado, Waitrose and Mindful Chef.

Source: CHILLI

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