Within three months of Olvarit’s new design launching, the Dutch baby food brand moved from fourth to first position in the fruit pouch segment and maintained its lead over the longer-term.
Olvarit was the first prepared baby food brand in the Netherlands. Historically it had led the overall baby food market, but within fruit pouches – the fastest growing sub-category – it was in fourth position, lagging behind competitors including Organix and Ella’s Kitchen.
Wanting to lead this segment, Olvarit commissioned Osborne Pike to completely redesign its fruit pouch packaging. The squeezable tubes’ new look with its distinctive illustrative style, has turned them into desirable objects for both shoppers and their offspring. The new packaging reinvented the brand’s fruit pouches at the point of purchasing decision and brand recall reached 90% after redesign, compared to Organix’s 56%.
The design solution draws on updated cues from the pouch subcategory and the portion size was also strategically increased as part of the redesign to provide more shelf space for the pack to communicate the ‘fun and naturalness’ of the brand to a broader buying group.
Within three months of the new packaging launching, Olvarit’s sales grew 30% without any supporting advertising or activation and the brand also achieved the highest rotations within the fruit pouch category. Securing number one position by both value and volume sales, it was still sitting in top spot six months on from relaunch.
