Innovative Packaging Design to Celebrate the Flexitarian

November 30, 2018

Unilever’s Unox, Dutch royalty of all things meaty, has launched its very first vegetarian smoked ‘sausage’.

Packing a non-meaty punch, it’s taken time to get the recipe right – 4 years in fact! Unox has been working hard to get both the taste and texture spot-on to confidently and credibly offer a vegetarian ‘Rookworst’ experience.

This bold move has been driven by a consistent global fall in meat consumption and by a growing number of ‘flexitarian’ consumers – those who don’t necessarily identify as vegetarian but look to limit their meat consumption (whether due to animal welfare concerns or indeed a desire for a healthier and more balanced diet).

Such a disruptive offer called for a disruptive design.

The new design for Unox’s Vegetarian Rookworst needed to stand out from the rest of the Unox range and also be able to stand alone given its placement in store away from the brands core range. Promoting the distinctive ‘U’ shape of the Rookworst on pack and avoiding traditional use of product photography, we created a bold and iconic design. For those familiar with the brand, the more simple and contemporary design is surprising – purposely so, in order to encourage consumers to re-appraise the brand more broadly and appeal to new consumer groups.

“We’re proud to have helped the Unox team respond to and capitalize on changes in consumer desires and are excited to keep exploring design for a changing world as the brand looks to diversify their product range.” (Sara Jones – Design Director, Anthem Benelux)

Anthem is a global creative agency that actively connects brands with people by amplifying desirability—creating an insatiable thirst for brands from brand design to brand campaign. Anthem sells brands to drive brand performance. Anthem is part of the brand development group of SGK. For more information visit: SGK is a division of Matthews International Corporation.

Kirsty Cole – Head of Growth, Anthem Benelux
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