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© Healthy Kids 2014
Private & Confidential
Packaging Design
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What’s the problem?
A ticking time bomb…
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…and an untapped market opportunity
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Birth
6 months
12 months
Source: *ERC, Baby Nutrition Insight, 2012
4 years
£390m Infant Formula*
£190m Wet Baby
Food*
£1bn potential in Toddler Food
(currently met by home cooking and ‘junk food’)
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Little Dish
Delivering on what’s most important to Mums
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Our mission: Healthier kids
Fresh is best
100% natural ingredients
No added Salt / Sugar
At least 1 of ‘5 a day’
Taste tested by kids
Like home cooking
Guilt-free Mums
Championing nutrition: best in class
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ALL 13 meals provide at
least 1 of 5 a day. 70% of the
range provides 2 of 5 a day.
ALL meals meet targets
for providing a nutritionally
balanced meal for a 1- 3 year
old
ALL meals nutritionally
approved by Lucy Jones (BSc
(Hons) RD MBDA), top UK
dietitian and infant nutrition
expert
PRODUCT
PRODUCT /100g PRODUCT / SERVING
Salt Max 0.3g
kcal 180 - 270kcal
Sugar Max 8.1g
Sat fat Max 3.3g
? of 5
LITTLE DISH COTTAGE PIE WITH SEVEN VEG 0.2 183 5.7 2.6 2
LITTLE DISH SPAGHETTI AND MINI MEATBALLS 0.18 188 4.8 2.6 2
LITTLE DISH BEEF LASAGNE 0.15 187 5.6 3.4 1
LITTLE DISH PORK & APPLE BITES WITH BEANS 0.16 201 5.4 2.2 2
LITTLE DISH BRITISH LAMB HOTPOT 0.18 206 5.6 2.6 2
LITTLE DISH CHICKEN AND BUTTERNUT SQUASH PIE 0.1 191 3.9 3.3 1
LITTLE DISH CHICKEN AND VEG RISOTTO 0.23 211 7.4 1.6 2
LITTLE DISH FISH PIE WITH SALMON AND POLLOCK 0.20 187 5.2 2.6 1
LITTLE DISH CHICKEN CURRY 0.07 226 5.4 2.8 1
LITTLE DISH ALPHABET PASTA BOLOGNESE 0.08 182 6.0 1.8 2
LITTLE DISH MINI CHEESE RAVIOLI IN A TOMATO AND VEG SAUCE 0.14 194 4.8 2.8 2
LITTLE DISH FRUITY LAMB TAGINE WITH COUSCOUS 0.07 210 4.4 2.6 2
LITTLE DISH CREAMY TOMATO AND MASCARPONE PASTA 0.12 197 6.2 2.2 1
TESCO GOODNESS BEEF LASAGNE 0.30 310 4.5 4.5 1
TESCO GOODNESS MILD CHILLI AND RICE 0.30 302 3.6 3.9 1
TESCO GOODNESS COTTAGE PIE 0.50 238 3.9 4.2 1
TESCO GOODNESS PASTA BOLOGNESE 0.30 325 5.3 3.9 1
ANNABEL KARMEL BOLOGNESE PASTA BAKE 0.38 210 7.0 5.5 1
ANNABEL KARMEL CHICKEN AND POTATO PIE 0.32 230 5.2 4.4 0
ANNABEL KARMEL FISH PIE 0.32 200 5.6 3.8 0
ANNABEL KARMEL BEEF LASAGNE 0.25 252 8.0 6.6 1
ANNABEL KARMEL BEEF CASSEROLE AND RICE 0.24 204 4.0 1.5 0
ANNABEL KARMEL PORK SAUSAGES WITH SWEET POTATO MASH 0.46 220 1.2 5.2 1
ANNABEL KARMEL CHICKEN TIKKA AND RICE 0.15 262 4.8 2.8 1
ANNABEL KARMEL CHICKEN AND RICE 0.30 166 4.4 1.0 1
ANNABEL KARMEL VEGGIE BAKE WITH BUTTERNUT SQUASH 0.27 190 6.0 4.4 1
ASDA BEEF LASAGNE 0.40 296 9.6 4.5 1
ASDA CHICKEN PIE 0.30 209 8.6 1.8 1
ASDA COTTAGE PIE 0.30 297 6.6 4.5 1
ASDA FISH PIE 0.40 261 6.6 4.5 1
M&S BEEF LASAGNE 0.35 248 6.3 3.2 1
M&S CHICKEN & RICE 0.20 248 2.5 0.7 1
M&S FISH PIE 0.30 247 4.9 2.6 1
COW & GATE Macaroni with Beef and Sweet Vegetables 0.08 168 3.0 2.1 N/A
COW AND GATE Pasta w Tomato, Spinach & Cheese 0.13 168 6.7 0.7 N/A
HEINZ LITTLE KIDZ Cottage Pie 0.23 161 6.4 0.5 N/A
HEINZ LITTLE KIDZ Sweet & Sour chicken w Rice 0.05 173 12.7 0.7 N/A
HIPP ORGANIC Paella w mixed veg and chicken 0.25 193 2.5 2.3 N/A
HIPP ORGANIC Hearty Veg and Beef Casserole 0.23 166 3.0 1.2 N/A
Standing out from the crowd
Ready meal packaging
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Kids own label
A healthy brand in a traditionally unhealthy category
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Our range of 12 proper meals for 1 to 3 year olds
Mabel and the Zoo Crew
a storybook brand
Involving our consumers in packaging development
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Appealing to Mums and making their lives easier
Ingredient
illustrations
Textured
background
Handwritten
font
Clear
nutritional
signposting
Clear age
communication
Introducing
zoo crew
British
chicken
Freeze at
home
Taking the brand journey inside the packaging…
Keeps kids
amused
Finger
puppet fun
Makes Mums
lives easier
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Consumer interaction
Making our packaging part of an integrated campaign
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Limited edition meal
Little Dish grows up (a bit)
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Entertaining the bigger kids
Hillary’s son, Monty (3)
Success to date
Achieving our social mission through national distribution
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Recognition for innovation
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Award winning
Business:
HSBC Global Connections, Excellence in Innovation
Consumer:
Loved By Parents (3 years running)
Bringing brand values to an own-label category
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Thank you from the Little Dish Team
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Hillary Charlotte Dean Rob Keisha
Emma Nathan Estee Clare Josi