New York — June 28, 2010 — Consumers are embracing the smoothie trend in a big way with thousands of retail locations opening across the country. Recognizing that many produce shoppers would like to consume smoothies more often, but find them too difficult to make at home, Del Monte© brand has introduced a line of Ready-to-Blend Fruit Smoothie Kits. The all-in-one kits contain fruit chunks and puree. Consumers just add ice, blend and enjoy.
Strategic branding agency, CBX, created the brand identity and design for this first product of its kind to be positioned for retail in the refrigerated produce section. Since it’s sold alongside ready-to-drink brands, the design had to visually capture the delicious advantages of the make-it-yourself product as well as the added value: one Ready-to-Blend Fruit Smoothie makes two servings when ice is added.
“Research revealed that consumers expressed an interest in drinking more smoothies, but felt they were too expensive and complicated to make,” notes Rick Barrack, Chief Creative Officer, CBX. “So we defined the brand’s personality: simple, vibrant and friendly, and developed a design that communicates the value and easy preparation of this refreshing, good-for-you treat.'”
Both a blender graphic and the prominent Ready-to-Blend Fruit Smoothie logo clearly communicate the need for preparation. Positioned under the Del Monte brand name, the logo’s clean, modern typeface and vivid color palette adds shelf impact. The phrase “just add ice” on the overcap further emphasizes that this is a starter kit. Luscious fruit slices and iced cubes tumbling playfully into the blender suggest easy preparation, great taste and good-for-you positioning. A vibrant blue background evokes the ultimate in refreshment. A consistent, color-coded banding device across the bottom of the cups and multi-packs helps with flavor identification.
“The result is a great solution for this unique product: instantly communicating refreshing, premium and fun, while providing us with great shelf presence and visual appeal in a high traffic area of the store where consumers look for healthy new items,” says Bonnie McFarland, Del Monte Foods.
Ready-to-Blend Fruit Smoothie Kits began appearing on shelves in February 2010 and feature four flavors: Strawberry Peach, Strawberry Peach Lite, Mango Pineapple and Pomegranate Peach Pear as well as three club store multi-packs.