In looking to develop products that would encourage consumers to eat more vegetables, Perfection Fresh leveraged a major consumer trend and created the Perfection Air Fryer Veggie Kits.
The packs contain fresh pre-cut vegetables, sized to fit in the air fryer, and a seasoning pack. Three flavours were developed – Thai Chilli & Lime Broccolini, Moroccan Sweet Potato, and Crispy Herb and Garlic Potatoes.
Located in the fresh section of supermarkets, the kits feature eye-catching packaging with appealing food imagery, enticing shoppers to add more veggies to their diet effortlessly.
of the Perfection Air Fryer Veggie Kits.
Source: Perfection Fresh
With 62 per cent of Australian households now owning an air fryer, Perfection Fresh wanted the kits to entice shoppers to add more veggies to their diet and repeat purchase due to taste and ease of cooking.
What made the Veggie Kits stand out was its unique market offering – it’s the only fresh produce item designed specifically for the air fryer. It offers complete solution convenience, containing the seasoning pack, and is a fresher and quicker option to ready-to-cook frozen foods.
Of course there were challenges during development, specifically working out what were the best vegetables and cuts for air frying, what were the major flavour trends, developing a successful seasoning coating method, and conducting extensive sensory testing.
Maximising shelf life was critical for reducing waste both in-store and at home. The quality and production teams overcame significant challenges to develop new processes and identify optimal modified atmosphere packaging to ensure maximum freshness. They also introduced new equipment to accurately drop seasoning sachets into bags.
Packaging also had to be eye-catching to stand out in the cluttered fresh produce section. Drawing inspiration from FMCG packaged brands, the team realised the importance of showing the end product while reassuring consumers of the fresh quality of the veggies. They developed a ‘triangle’ packaging design that guides consumers’ eyes from the bold “Air Fryer” name to a window of fresh veggies, and then to a delicious plated food shot, visually telling the story of ‘air fryer + fresh veg = delicious’.
Despite having a limited advertising budget, Perfection Fresh timed the product launch perfectly with the air fryer trend, gaining incredible traction on social media. With more than one million impressions from earned posts across TikTok, YouTube, and Facebook, and 288,000 impressions from their own social media, the Perfection Air Fryer Veggie Kits have captured the attention of health-conscious Australians.
