HiPP Organic Branding and Packaging Redesign
Design Activity Ltd
Client: HiPP UK LtdCategory: Packaging (Branded - Food)
Executive summary
HiPP was the number two brand in wet baby food behind Cow & Gate but was only marginally ahead of Heinz, As the original 'organic' food brand, HiPP's proposition was unique, but this platform had been eroded by new competitor offerings and the launch of new style formats such as pouches. In particular, 'organic' was being devalued in jars (the biggest category) due to permanent cross brand multi-buy promotions across all supermarkets, allowing mums to buy any brand...