The MasterFoods glass jar and burgundy lid packaging is as iconic as Vegemite or the Cadbury purple. Its herbs and spices have been part of Australian’s kitchens since 1945, introducing new flavours and blends across the suburbs.
But for those with a large collection in their dimly lit pantry, the frustration of looking for that particular herb or spice while the rest of the dish was burning was very real.
Indeed, Mars Food Australia, the manufacturer of MasterFoods, said its research found people disliked “having to pick up every jar and read every label”.
The result is new packaging that is both easier to identify and use. The screw-top lids are gone, replaced with flip-top lids to make it easier for those with impaired hand movement – or those frantically stirring, chopping, slicing, and dicing – to open.
But the true revelation is the adoption of colour-coded lids and labelling.
Green for herbs, orange for spices and the original burgundy for seasoned blends WITH (editor’s emphasis) labels on the lid.
Mars Food Consumer Insight and Foresight leader Jane Horder said COVID-19 had played a part in the redesign.
“There is a need for a brand that talks to the changing cooking and baking habits of Australians. With people cooking more at home since COVID-19, we have seen significant growth in use of herbs and spices.
“Younger couples and singles are now twice as likely to be using herbs and spices in their evening meal than they were pre-COVID,” Horder said.
Mars Food Australia marketing director Bronwyn Powell said: “In 2021, our focus is to ensure the quality MasterFoods herbs and spices are accessible to everyone and are easier to use in the kitchen and easier to find on the busy supermarket shelf.”
Mars Food Australia product and packaging development manager Mark Harry told Food & Drink Business the whole project, from concept to deliver, took nine months.
“We identified a consumer need and the team moved with agility in response. We are proud of what we were able to achieve in just nine months, working collaboratively as a cross-function internal team and with our partners,” Harry said.
Harry has spoken to Food & Drink Business in the past about the company’s commitment to closing the loop, and the new lids are made from a recyclable mono-material.
“The large lid is recyclable and the smaller lid is recycle-ready when infrastructure allows it. Unfortunately, not all facilities can accommodate smaller plastics for recycling at this time,” he explained.
The company worked with Brad Stebbing Designs on the new cap designs, and Cormack Packaging on the new fliptop lids.
The new-look range will start to hit supermarket shelves in July and rollout over coming months. The launch is supported by a new advertising campaign, created by Clemenger BBDO Sydney, which will appear across television, digital, OOH, display and social.
