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Pemberton & Whitefoord LLP has designed the packaging for Raised & Rooted, a frozen plant-based brand owned by Tyson Foods Inc, for the European market.

Tyson Foods Inc, one of the world’s largest food companies recognised as leaders in animal protein, wanted to expand into to Europe, given the increasing number of consumers turning to plant-based foods. Raised & Rooted, originally launched in the US in 2019, has received a redesign from P&W. The vegan range will initially be sold through food-service channels in Europe but is set to launch via retailers later this year, with Italy being the first country to see the brand on its shelves.

The flava bean and pea-based products, which include chicken-free nuggets, popcorn and garlic & herb dipping fries, are created in the Netherlands using locally sourced ingredients.
They are non-GMO, egg-free, palm-oil free and contain no artificial colours, flavours or
preservatives.

P&W ensured differentiation between each product via colour-coding and the packaging features ‘falling’ ingredients (with photography by Stephen Conroy, art-directed by P&W). There is a bespoke font for the R&R brand and clear layout of information regarding each product’s
benefits. The packaging substrate is made from recyclable, 60% bio-based plastic material.

Leading the creative project at P&W was the company’s co-founder, Adrian Whitefoord. He remarks: “Our team helped create a packaging strategy that communicates all of the great product qualities, and the fun, spontaneous personality of the brand and eating experience. As well as the five packaging solutions (with range-extensions on the horizon), we’ve also created a comprehensive set of packaging guidelines. Our team were excited to partner with Tyson again after the successes of the two-tiered frozen chicken range we worked on in 2020”.
Viken Boniekerian, Tyson’s Brand Marketing and Packaging Development of Europe, remarked: “P&W’s first class brand packaging skills are complimented by excellent project management, collaborative methodology and meticulous attention to detail. We are delighted with the professionalism and creativity that P&W continue to deliver, their strategic approach is always at the heart their commercially astute branding solutions.”

Pemberton & Whitefoord LLP is a London-based design consultancy that specialise in brand development and creation via all consumer touch-points. The company use over 30 years of experience to ensure that you optimise your brand communication channels; packaging design, NPD, corporate identity, guidelines, in-store theatre, POS, web design and advertising campaigns.