A Slice Of... Activia Packaging Design (No. 11)

Branding & packaging design for Activia yoghurt / yogurt & the issues faced by FMCG brands with functional food offerings.

Functional foods are seemingly everywhere at the moment. 

And there are probably a couple of key reasons behind this. Firstly, consumers are looking for for healthier options and products with added value which fit into much their much healthier lifestyles than seen in previous generations.

Secondly, In order to create differentiation brands have had to find more to hang their hat on then relying on the default ‘we taste great’ more ‘we only use the finest ingredients.

This all sounds great, but traditionally, functional food and appetite appeal have never been good bedfellows. If you’re trying to communicate that something is better or healthier for you, it can often come with a compromise.

So today, I wanted to look at one brand that I think has often struggled with this balance of functionality versus taste. Activia yoghurts. Each week, ‘a slice of’, will take a look at a supermarket brand and critique the pack design to find out what works, or doesn’t. What makes you desire them, or even hate them?  Importantly what makes us put them in our shopping basket! I plan to keep the podcast to around five minutes each, and I’ll include some voice message comments that have been sent through about the packs from my LinkedIn page. You can find our contact details below: Alan Gilbody on Linkedin: ⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/alangilbody/⁠⁠⁠⁠⁠⁠⁠ Slice Design Company website ⁠⁠⁠⁠⁠⁠⁠https://slicedesign.co.uk⁠⁠ #packagingdesign #packdesign #packaging #branddesign #branding #functionalfood #yogurt #yoghurt #dairy #food