Healthier snacking alternative Eat Real has undergone a rebrand to help widen its appeal.
The move included the brand seeking out unexpected culinary pairings on pulse and grain bases. New variants include Lemon and Chilli, Tomato and Basil, and Mango and Mint.
Available initially in Waitrose and Asda, new colourful packs extend across Eat Real’s full Lentil, Quinoa, Hummus Chip, and Veggie Straw ranges. Roll-out to other retailers, including Sainsbury’s, Ocado and Co-op, will start in April.
The rebrand will also see the introduction of new multipack options. This will include a mixed selection that offers its core range, as well as Lentil Salted Chips.
The new design continues to highlight the brand’s better-for-you credentials, including plant-based and gluten-free. All Eat Real products remain free from artificial colours, flavours, and ingredients, with the Hummus and Lentil ranges containing 30% less fat than regular potato chips.
Creative Director Becky Akers commented: “This is a really exciting time for Eat Real, as we relaunch into this next phase of growth.
“By refreshing our packaging and celebrating the food, we’re not just offering a new look but also reinforcing our commitment to providing healthier, flavour-packed snacking options that our customers know and love.”
NAM Implications:
- Patently a re-brand way of trialling new ingredient pairings with the consumer…
- …that will identify pairings that can become a permanent part of the range.
- Whilst building on their established options via a ‘new look’.
- Hopefully extending distribution to other multiples.
- Fingers crossed…
