Modern look for etablished Humana products

Product packaging and website are given a fresh design

Herford, 6th November 2009. Humana, the manufacturer of infant formula, has a new design that is both appealing and transparent. From October on, a sweet little lamb and soft shades of colour will decorate the packaging for regular and special formula. Infant and follow-on formula will appear throughout in a shade of soft green. The familiar colour scheme for the HA formula (beige) and for the special formula and the “Good-Night” Milk has been kept.

The plus sign, that stands for important product benefits like for instance LC-PUFA or prebiotics, is given greater prominence and makes orientation easier for the consumer. As part of the new look “Standard Infant Formula 1” will be renamed: in future it will be called “Infant Formula 1”.

Additional services on the web

Not only the products but also the website www.humana.de have been given a fresh look since October. With a clearly structured section for products and advice, Humana is there to help parents with tips and advice relating to any questions on babies’ nutrition, development and health on the basis of its many years of experience. Moreover Humana provides information especially for expectant mothers and replies to questions on pregnancy and birth.

Further services and features like checklists, recipes, music and games are to offer new parents support in their everyday life. Parents can themselves design postcards with snapshots of their baby to send family and friends a surprise by email - not just on special occasions.

For the first time in its history the Humana brand can be viewed in a TV commercial. “My little explorer” is the name of the advert, which relates appealing stories of little children’s sense of discovery. Parents can now also win fabulous prizes with the discoveries of their little “explorers”, for example a short family break at one of the many CenterParcs or a TrippTrapp chair from Stokke. At www.meinkleinerforscher.de parents can find a special page that’s just waiting for their child’s discoveries.

Improved handling and greater transparency

 

 

On the new packaging parents will find all the important information at a glance - from recommended feeding, product characteristics, from the ingredients right down to instructions for preparation. 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.

In order to improve comparability for parents and transparency of prices in the shops, in future Humana will supply the regular formula as well as the special formula in 500g packs and the AR formula in 400g packs.

In the spring of 2010 special formula, porridge, liquid food and desserts will then also follow with the freshly designed packaging.

 

This press release can also be downloaded as a PDF.

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