A modern design for established products

Brand relaunch for Humana baby food

 

Herford, 6th November 2009. From October on there will be a breath of fresh air flowing through the baby food shelves: Humana GmbH has given its packaging a radical relaunch. The new package design spotlights the different feeding stages and product benefits and ensures a uniform image block on the shelves. In addition, package handling for the consumer is now even easier. The relaunch of the brand is accompanied by a new web design and aggressive marketing initiatives. For the first time in the history of the brand Humana is also running a TV campaign. “My little explorer” is the name of the image commercial that is sure to convince the audience of the Humana brand with its skilled visual language and attractive subject. First, a flight is planned with which an estimated 25 million contacts are to be reached. The TV promotion is accompanied by an online competition www.meinkleinerforscher.de. Humana invites parents, family and professionals to take part in the great Humana film and photo competition.

Likeable and easily understandable

Humana GmbH’s new design is characterised by clearly structured contents and a layout that is easy to read.

On the packaging parents will find all the important information at a glance and in an easily understandable layout, from recommended feeding, product characteristics, from the ingredients right down to instructions for preparation. The plus sign, standing for important product benefits like for instance LC-PUFA or prebiotics, is given greater prominence and makes orientation easier for the consumer.

 

The packaging for the Humana infant and follow-on formula is pale green in order to give a uniform look on the shelf for baby food. The familiar colour scheme for the HA formula (beige) and for the special formula and the “Good-Night” Milk has been kept.

Since the packaging has been redesigned the folding cartons are even easier to open. In addition, the inner sachets can be resealed using a sticky label. One more thing: the “Standard Infant Formula 1” has been renamed “Infant Formula 1.

Consumers award the new design good marks

The basis for the brand relaunch was a survey of around 500 parents and midwives.

Prior to introducing the products, Humana submitted the new packaging to a test by consumers. 90% of those questioned have only positive associations with regard to the new package design. The new Humana packaging was ranked in first place amongst the competition by those questioned.

Greater transparency

 

After adjusting the quantities more closely to that of many competitors, Humana has also completed standardisation of the package contents. Humana regular formula and special formula will in future be available in 500g packs, AR formula in 400g packs as standard. Better comparability highlights the convincing value for money of Humana products even further.

Humana is introducing the new packaging in stages: first from October for regular formula, HA, AR and SL formula. In the spring of 2010 special formula, porridge, liquid food and desserts will then follow.

Additional services on the web

On its new website www.humana.de Humana will offer comprehensive advice for mothers on the subject of infant nutrition, development and health based on its many years of experience. Furthermore Humana will be providing information especially for expectant mothers, fathers as well as midwives and doctors. In future numerous services and features will improve interaction with consumers.

 

This press release can also be downloaded as a PDF.

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