Just for Kids launches in stores nationwide throughout September across chilled ready meals including spaghetti bolognese, sausage and mash and chicken casserole, with the proposition ‘Kids at Heart, Mums in Mind’.
Kelly Broomhead, senior account manager at Elmwood, said: “We’re really thrilled with the way the new look and feel strikes the perfect balance between appealing to kids’ sense of fun while also shouting about the nutritional value and provenance of the food for parents.”
The packaging combines simple illustration with a textured background to give the impression of a tablecloth.
Discussing the new packaging, Carol Turner, strategic design manager at Morrisons, said:
The new Just for Kids concept really captures everything that’s so important about the range. We’re delighted with the way Elmwood’s designs bring to life the fun and enjoyment of mealtime for kids, while also reassuring mums and dads about the value of what their kids are eating. We look forward to seeing the new brand roll out across more categories in the coming months.
The Just for Kids line is set to be extended for the next six months to include milk, yogurts, frozen, chilled juice and prepared fruit.