Challenge

Identifying the big behaviour shifts within health and wellness to re-define the brand’s purpose and create an empowering “naturally good” design positioning; making Kirsty’s the no. 1 choice free-from brand in chilled and frozen.

What we did

We created an empowering design idea that puts “Thoughtful Food” at the heart of the brand with distinctive nutritional and allergen-free iconography that helps the consumer make the right “thoughtful” food choices with no compromise on taste – making healthy eating easy.

Results

Kirsty’s shifted from a specifically free-from range of products to a positive well-being brand for everyone, with increased retailer listings across different categories from chilled ready meals to frozen pizzas, mini-meals and desserts.