The UK-based dried fruit snacks maker Urban Fruit redesigned its packaging ahead of a rollout in ASDA stores. The brand’s flexible pouches now feature a “fruit-centric” look that better communicates the quality of its products (100 percent fruit, no additives). Colored gussets call out each variety and bring a splash of color to the design-a technique that maintains a simple front panel to encourage shelf standout. The redesign launched in January across all of the brand’s retail customers, supermarkets and smaller specialty chains in the UK.
> The Bottom Line: Since its January rollout, the redesign has rewarded the company with a base sales uplift (excludes promo activity) across all customers, ranging from 27 percent to 100 percent. The brand has also doubled distribution with one customer and, based on current run rates, will turn over more than ₤1m (USD 1.5 million) with another retailer in 2010, which is more than 200 percent year-on-year growth. (Branding and package design: B&B Studio, www.bandb-studio.co.uk)