Posted: 13/11/2019

Munchy Seeds ditches animals and plastic pots in major rebrand

Suffolk-based snack brand Munchy Seeds has overhauled its branding and packaging in a bid to boost its on-shelf appeal, and launched five new flavours. 

The brand has shed its previous branding, which included images of hands painted as animals, to attract a wider audience.

“Bright colours and animals together means children,” said co-founder Lucinda Clay, speaking to FFD at the Lunch! show in ExCeL London last month. “We’re not a children’s product.”

The long-established producer, celebrating its 20th anniversary this year, worked with design agency B&B Studio and Curzon Marketing to reposition its brand identity as a producer of roasted seeds in various sweet and savoury flavours. 

Munchy Seeds has also introduced five new roasted seed mix flavours: sweet chilli, mega omega, salted caramel, honey roasted and warm cinnamon. 

Each new mix is available in 25g snack packs (RRP 79p), new 125g sharing packs (RRP £2.99) and 450g mega packs (RRP £8.75). They also come in 2kg catering tubs for foodservice (£16-20). 

The new labels now feature bold colours and a new logo which incorporates the brand name into seed graphics which Clay hopes will allow the products to stand out on-shelf. 

“By rebranding we’ve played down the messages that these seeds are healthy and premium because people generally know they are,” said Clay. 

“What we’re saying is that we roast them ourselves and they’re full of flavour.”

It has also moved away from its original plastic pots, following the scrutiny around plastic packaging in food, and has introduced resealable pouches and snack packs. This has reduced its plastic consumption by 60%. 

“Our plastic pots are reusable but just by having one pouch suddenly you go from four units of plastic to one unit,” she said, adding that new equipment was required.

This story appeared in the October-November issue of Fine Food Digest. You can read more on the digital edition here.

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