Oct 11, 2021

New European packaging strategy for Tyson Foods' Raised & Rooted

Pemberton & Whitefoord LLP has designed the packaging for frozen plant-based brand Raised & Rooted.
Elisabeth Skoda

Given the increasing number of consumers turning to plant-based foods, Tyson Foods Inc. wanted to expand into to Europe, and for that purpose, the brand, originally launched in the US in 2019, has received a redesign from P&W. The vegan range will initially be sold through food-service channels in Europe but is set to launch via retailers later this year, with Italy being the first country to see the brand on its shelves.

P&W ensured differentiation between each product via colour-coding and the packaging features ‘falling’ ingredients (with photography by Stephen Conroy, art-directed by P&W). There is a bespoke font for the R&R brand and clear layout of information regarding each product’s benefits. The packaging substrate is made from recyclable, 60% bio-based plastic material.

Leading the creative project at P&W was the company’s co-founder, Adrian Whitefoord. He remarks: “Our team helped create a packaging strategy that communicates all of the great product qualities, and the fun, spontaneous personality of the brand and eating experience. As well as the five packaging solutions (with range-extensions on the horizon), we’ve also created a comprehensive set of packaging guidelines. Our team were excited to partner with Tyson again after the successes of the two-tiered frozen chicken range we worked on in 2020”.

Viken Boniekerian, Tyson’s Brand Marketing and Packaging Development of Europe, remarked: “P&W’s first class brand packaging skills are complimented by excellent project management, collaborative methodology and meticulous attention to detail. We are delighted with the professionalism and creativity that P&W continue to deliver, their strategic approach is always at the heart their commercially astute branding solutions.”

Elisabeth Skoda

Editor of Touchpoints magazine, writer for Packaging Europe magazine and design enthusiast!
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