Design: Biles Hendry
Location: UK
Project Type: Produced
Packaging Contents: Snacks

BILES HENDRY HELPS CONSUMERS UNDERSTAND PRODUCT VERSATILITY FOR NEW MUNCHY FINGERS FROM ELLA’S KITCHEN
Long-standing strategic design partner Biles Hendry has created packaging for Ella’s Kitchen Munchy Fingers, a new snacking range featuring chickpea based crunchy fingers for infants from 9 months.

This range helps Ella’s Kitchen, the UK’s leading baby food brand, continue to build on its mission of helping children develop a healthy relationship with food.

Biles Hendry who are responsible for Ella’s wider portfolio of packaging design, worked closely with the team at Ella’s Kitchen to ensure that the packaging works to help mums and dads to shop the category and understand how Munchy Fingers can help their child’s development as part of the weaning journey.

“Ella’s is a brand that very much puts kids at the heart of what they do says Anneliese Hendry, Client Service Director at Biles Hendry. “Here again we have employed a visual language which is knowingly childlike, letting parents understand that this is a part of how we, at Ella’s, think; while little ones also find it visually engaging”.

“The product can be used in multiple ways – plain, dipped or with spread. The challenge here was to find a simple way to communicate this. We introduced product photography in a way that acts almost as an information graphic, helping consumers to understand the versatility of these fingers.” says Anthony Biles, Creative Director at Biles Hendry.

Kim Gelling from Ella’s Kitchen adds ‘Munchy Fingers is an exciting launch, the result of lots of hard work and some terrific recipe development from the Ella’s Kitchen team. Munchy Fingers are chickpea based which is a great ingredient to introduce into a little one’s diet. The fingers themselves are a careful balance between being light and soft enough to melt in the mouth, while still being firm enough to spread on or dip, and slightly crunchy, introducing a new eating experience”.

Ella’s Kitchen Munchy Finger has launched in two variants: Mixed Herbs and Sweetcorn + Paprika, both of which are chickpea based and are designed to develop a child’s food dexterity and palate. These are currently available in: Waitrose, Asda, Morrisons and from Ocado.

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