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Brand Redesign for Benjoy, Children’s Nutrition Company

Website, Packaging and Marketing Material get Fresh New Design

London, 25th July 2011: Children’s nutrition company Benjoy Nutrition , inventors of the anti-spill MUNCHCUP snacks, has unveiled a fresh new packaging design for its range of nutritious children’s snacks. The rebranding exercise comes less than twelve months since launch and includes all points of consumer communication including packaging and the Benjoy website.

The updated design reflects the brand’s premium positioning and personality more accurately, with messaging and design that is both fun and informative.  Strongly communicating Benjoy as the ‘wise’ choice, the updated packaging features the new Benjoy owl logo and the ‘benjoy wise nutrition’ message.  The high nutritional value of the foods is more clearly communicated to keep parents informed and aware of the snacks’ benefits for their children.

Founder Michelle Daniells says, “Benjoy is the first children’s snacks company to develop genuinely nutrient-rich products, and have them independently tested for micro-nutrients in order for powerful and specific health claims to be made on pack.”

She continues: “Following feedback from trade buyers, parents and children, we have successfully redesigned a brand image that truly represents our premium, high quality products and the Benjoy brand; fresh, fun and smart. And most important, meeting the needs of parents and children. The new designs, combined with the simultaneous launch of our MUNCHCUPS in single units has already led to new listings and a great response from the trade and consumers.”

The inside of the pack is full of fun activities for parent and child, including recipe ideas, fun and playful uses for the empty MUNCHCUPS, and a colour in/cut out owl mask.

Benjoy worked with Hampshire based design company Upstairs Creative to fulfil the design brief.

Benjoy has combined food science and nutrition science to develop a range of tasty food that is age-appropriate and nutritionally optimised by incorporating 100% natural ingredients and essential nutrients commonly lacking in young children’s diets. The ingredients, portion sizes and recipes have been developed using flavours, textures, sizes and shapes that young children enjoy, but with no added salt or sugar. The entire Benjoy range is now available in single, anti-spill, less mess MUNCHCUPS as well as convenient multipacks of four.

Benjoy is available at selected Morrisons and Waitrose stores and online from Amazon, Boots Online, Kiddicare, Naturally Good Food, Naturebotts, and Ocado.  Recommended retail prices (for a multi pack of 4) range from £2.59 for the Multigrain Bites to £2.89 for the Crunchy Grape and Strawberry Slices. The range can be viewed at http://www.benjoy.co.uk/

Tags: Benjoy Nutrition, children's snacks, Crunchy Grape, healthy children's snacks, Michelle Daniells, Munchcups, rebrand, strawberry slices