Murray Goulburn’s Danone yoghurt has joined the growing band of brands to move into the kids’ yoghurt squeeze pouch market.
Danone’s new range, Epic, was specifically designed by Saltmine Design Group to help it stand out from the crowd.
To create the design, Danone teamed up with 20th Century Fox, to coincide with the launch of the recently released film of the same name. Epic’s packaging features imagery of the lead characters from the movie, and real fruit photography on the pack, to communicate the product’s natural credentials.
This is Danone’s first foray into the kids’ yoghurt category, and it says it was prompted by reports that yoghurt consumption has steeply declined in young children. To address this, the company says it sought a fun and engaging way to appeal to younger consumers.
According Danone’s brand manager Emily Tolliday, the pack design helps Epic stand out from other squeeze pouch products, while communicating the natural cues of the range.
The range includes four fruit variants: apple and raspberry, apricot, blueberry and strawberry.
