Winners 2013/Packaging Silver

Project: Amy's Kitchen

Client: Amy's Kitchen

Design: Honey

Amy’s Kitchen is a family business and the largest natural frozen food brand in the US, turning over $325 million. However, in the UK, Amy’s Kitchen was a niche brand sold in independents with a small presence in Waitrose and Sainsburys. In 2009 they were delisted from Sainsburys and they asked Honey to help them to expand appeal and product range in the UK.

Honey redesigned the brand to bring home the idea of the Amy’s Kitchen family history and the quality of natural ingredients used in the products, in a way that connects with the UK consumer. It was designed to ensure the packs stood out on the shelf and in the freezer aisle and emphasise that all products are still assembled by hand.

In the two quarters after launch Amy’s Kitchen enjoyed a 153% increase in growth year-on-year, from an average of £110,000 per quarter to £278,000, and share at major multiples increased from 56.7% to 74.6% of total business year-on-year.