Britannia NutriChoice

Building the health proposition strongly through design

Background

Britannia introduced NutriChoice range of health biscuits in the nineties, well before “healthy” became a lifestyle buzzword. Britannia has partnered with Elephant since 2007 to nurture & expand the NutriChoice range. The year 2012 is seeing NutriChoice becoming Britannia’s fastest growing brand. NutriChoice covers a comprehensive portfolio of healthy as well as specialty snacks.

Challenge

Healthy foods carry the misconception of not being tasty or exciting. This was the biggest challenge to overcome while designing the packaging & visual language. India has a growing population of healthy & sustainable lifestyle adapters but there are hardly any products focused on this segment. For NutriChoice to become an iconic brand it was important to spread the net wider by competing with the dominance of tasty snacks occupying most retail shelves. The NutriChoice portfolio consists of new & innovative products hence it was important to cue formats & ingredients that make them healthy.

Solution

After careful deliberation, Elephant created a palette of colours based on healthy ingredients, their natural texture appeal and highlights. Through a cohesive yet flexible visual language, series of pack designs were developed that communicate product propositions clearly & distinctly. 5 Grain, Digestive, Crackers, Thin Arrowroot & the recently launched Multigrain Thins, all of these products have gone on to create categories within the healthy snacking arena. To make the product propositions stronger, Elephant has also designed the shape of Multigrain Thins for delivering a 360 degree experience.

Result

NutriChoice is delivering revenues in excess of targets & ahead of the category growth curve every year.
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Client:
Britannia Industries Limited
Project:
Packaging Design
Sector:
Foods & Beverages
Key Deliverables
Brand visual architecture
sub brand identities
packaging design of all products in the range

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