Earlybirds snacking drink will launch a 100% plant-based packaging with sugarcane lid next month.
The nutritious snack or breakfast drink first came to market in late
2019 launching in selected Sainsbury’s stores on August 19, 2019.
High-fibre
The drinks contain no added sugar, are high-in-fibre and come in a
compostable bottle, in two flavours: Berry Bircher and Mango & Oats
(£2.25/ bottle).
Founder Amrit Hathiramanim created the brand when he struggled to fit
breakfast into his busy lifestyle and saw a niche for people on-the-go
but with stand-out packaging for health conscious consumers.
"We wanted to make something that would really cut through the noise on
the shelf and saw the best way to do this was to let the consumer know
exactly what it is,” he said.
“The current trend in packaging is to focus heavily on the benefits and
ingredients front of pack, this may leave consumers guessing as to what
it is. We wanted to avoid that happening, there is so little time to
grab a consumer's attention and let them know what the product is and
why it is perfect for them.
“By stripping it back, we've made it bolder and louder - injecting personality into a functional but often very quiet category."
Millennials
After a few months on shelf in Sainsburys, the Earlybirds team
recognised consumers were really understanding their product, and the
fact it was one of the few drinks on the shelf to have when you were
hungry not thirsty.
As this is the key selling point, the founding team at Earlybirds decided to make the logo/ name secondary to the occasion.
They partnered with branding agency Beach Design, who turned the
in-house developed concept into a sleek looking bottle targeted at
millennials.
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