New Packaging For Home Baking
DR. OETKER LISTENS TO CONSUMERS IN MAJOR REWORK OF ITS PACKAGING
Dr. Oetker has unveiled a new look and feel for its home baking range following in-depth research into UK home bakers’ needs.
We have invested £250,000 in reinvigorating the home baking category by developing fresh, consumer-focused packaging across all of our 100 products spanning ingredients, coverings and decorations ranges that will engage bakers better than ever before.
Throughout 2009, over 1,000 consumers were questioned on their baking habits, attitudes and desires, giving Dr. Oetker valuable insights into ways to improve Britons’ baking experiences. The development of the new ‘Tea Party’ range has incorporated functional changes to the packaging following this feedback, including:
• Decorations tubs are now transparent allowing consumers visibility of the products on shelf
• Ingredients powder tubs e.g. baking powder have been given flip top lids to reduce spillages and waste
The design of the packaging has been given a complete new look, inspired by bakers’ fond memories of childhood tea parties, bringing people together through making, baking, having and eating cake. The range is clearly colour-coded to help consumers navigate the home baking fixture in gold (ingredients), blue (coverings) and green (decorations).
Each product has a unique serving suggestion image which is both inspirational & achievable with back of pack hints, tips and recipes to help bakers achieve the front of pack image at home.
Richard Ilsley, Dr. Oetker Ambient Managing Director, said: “Listening to our consumers was the key reason behind redesigning our packaging. We spoke to everyone from novice to scratch bakers to ensure we were giving them exactly what they wanted which they told us was achievable inspiration in easy to shop packaging. The new packaging will help consumers better manage their ingredients and reduce wastage whilst also inspiring them with ideas to use the products. Baking at home, be it a batch of scones or a birthday cake is always a special event and the packaging reflects this.”
The newly designed packaging can be found in stores around the UK now.