The new ranges target consumers’ growing demand for foods that are gluten, dairy and meat free. The majority of the newly released products fall into the Free From category, 27 in total.
Regarding changing consumer eating habits, Pure’s Creative Director, David Rogers said, “While only about 5% of the UK’s population buy Free From products for medical reasons, some consumers now view these products as healthier options regardless of any real need to avoid certain food groups.”
Pure designed the brand and packaging, as well as managing the delivery of photography and handling artwork for 40 SKUs and reprographics (the technical process between artwork and print).
Central to brand communication is the reprise of the visual element of Ocado’s logo in the backdrop.
A brand thematic that Pure has rolled out across all new Ocado packaging since winning the account back in 2015. Which although applied slightly differently in each product category has given Ocado an immediately identifiable ‘brand anchor’ across its packaging.
The combination of a light background and bold red gives the Free From packaging strong standout. A factor that takes on even greater significance in an online environment, where pack imagery is viewed as thumbnails.
Including its own lines, Ocado added over 90 products to its vegan offering, giving it arguably the largest vegan range of any UK supermarket.