Subscription-based recipe kit service Simply Cook has a new range of in-store recipe kits with a unique design created in collaboration with London-based B&B studio and Path. Launching in Sainsbury’s stores across the UK, the range of six kits delivers powerful flavors from around the world. Each kit includes three flavor pots and step-by-step recipe directions but no fresh ingredients, enabling the consumer to select their own produce as they make their way through the store, following the on-pack shopping list.
The design challenge was to bring that experience to life through packaging. Path’s solution was to create upright structural packaging to deliver shelf impact and a post-purchase experience that takes consumers on a journey of discovery. The bespoke cardboard structure features a fifth panel, allowing Simply Cook to communicate consumer benefits. The pack is open on the top and bottom to remove any perception of over-packaging while also allowing consumers to see the flavor pots, crucial for introducing Simply Cook to a new retail audience.