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Packaging design for UK's first Range of Free From Meals for Kids

Packaging design for UK's first Range of Free From Meals for Kids, Redshoe, Kirtsy’s Kid’s Kitchen, Asia packaging, UK packaging
UK -
Redshoe, specialists in brand design and trends for women, has unveiled the new identity and packaging design for Kirsty’s Kid's Kitchen: the first ever UK launch of free from dairy, wheat and gluten chilled ready meals for kids aged 2-9.

The branding and packaging brings a sense of fun to meal times while reassuring parents about the use of quality, allergen-free ingredients. In addition the design reiterates that the product is packed full of nutrients and is naturally healthy, making it the perfect choice for any kids’ meal, not just those suffering with Coeliac and other food intolerances.

“The packaging and brand design remains true to the original spirit and values of Kirsty’s: happy, honest and genuine with a little child-like fun to appeal to kids while reassuring mums that their child is getting healthy food that saves them time too. As this is the first kids’ meals offering from Kirsty’s it was essential to get the design concept right. We are thrilled with the look and feel and we believe it captures everything that is essential about the range,” said Emma Jones, Director at Redshoe Brand Design.

Striking the right balance between appealing to kids and providing enough information for parents, the packaging features vibrant colours and overhead photography of each meal to help the product achieve shelf stand-out and places the food at the heart of design, while little hands appear in shot grabbing, playing and enjoying the food that is both safe and healthy. The strapline: “Free From and Happy” reiterates Kirsty’s ethos and provides a clear, honest tone of voice that strikes a chord with both children and parents.

“Having firmly established my range of adult ready meals the time was right to launch the UK’s first range of allergen-free chilled meals for children. With six to 8% of children diagnosed with a food allergy in the UK there is a real need for a product like this,” explained Kirsty Henshaw, founder of Kirsty’s.

“We’ve had a fantastic response to initial trials and it felt right and natural to work with Redshoe to develop the strategy, brand and packaging designs. They are passionate about my business and understand that this is a very natural brand extension for me as it was my own child’s food allergy that inspired me to start my business in the first place. Working with Redshoe Brand Design, with their in-depth knowledge and understanding of female consumers was definitely the right choice for my brand and I am proud of the look and feel we have achieved.” 

This is not the first time Henshaw has called on RedShoe.  In 2012 the agency developed the brand identity and packaging for the Kirsty’s adult range of chilled ready meals which went from £0-£3m in the first 18 months and continues to grow at a rate of 48% since September 2013 without any above the line advertising support.

“The success of the adult range clearly demonstrates that by understanding women’s motivations, and taking a more nuanced and sensitive approach, brands can create intelligent design that talks her language and entices her to purchase products again and again. We are confident our designs for Kirsty’s Kids’ Kitchen meals will appeal to mums throughout the UK,” concluded Jones.



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