Pemberton & Whitefoord revamps Tesco Wholefoods packaging

by Alex Donohue, Brand Republic 03-May-06, 08:10

LONDON - Design and brand consultant Pemberton & Whitefoord has unveiled its consumer-friendly package redesign for Tesco's healthy eating Wholefoods range after a successful soft launch earlier in the year.

P&W says the new packaging is more user friendly and features transparent packaging, a clearer typeface, easier to read information about product health benefits, and serving suggestions.

Tesco Wholefoods is marketed towards health-conscious consumers who would otherwise buy from specialised independent nutritionists. The range includes nuts, lentils, beans, cous cous, seeds and rice.

P&W says the redesign is a major step away from the cliched image of fields and sunrises that usually adorn health food packaging. Instead, the company has opted for simple nutritional product information and see-through packaging.

Adrian Whitefoord, founding partner at Pemberton & Whitefoord, said: "The new design is brutally honest. The days of wholefoods and healthy foods being packaged in boring brown paper bags with pictures of fields are clearly behind us.

"This new packaging helps customers make quick choices about a range of products that they previously knew very little about through clarity of information."

P&W has previously designed packaging for a number of Tesco products, including its Finest, Organic, Italiano and French wine range.

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