HiPP Organic is the second largest brand in the baby food category, with over 120 SKUs marketed across seven different packaging formats and food types.
HiPP’s unique organic proposition has been eroded in recent times with competitor offerings and the launch of new style formats such as pouches.
DA was challenged to re-invigorate the entire baby food range and re-establish HiPP as the brand of choice. Our focus was to infuse freshness and strong food values whilst still communicating HiPP’s brand essence as a truly organic offering.
“In an incredibly competitive market we really had a challenge on our hands, but Design Activity has done a fantastic job. The new design was exactly the move forward we needed; delivering freshness and food values across our extensive range of product formats, including jars…and that is an achievement in its own right! Although it is still early days, sales figures are showing a distinct improvement already.”
Jane Mayall
Head of Marketing at HiPP UK
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