HiPP Organic Branding and Packaging Redesign

Baby food brand HiPP was second in wet baby food in the UK, behind Cow & Gate.

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...

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