/ home / branding / projects / Natures Way Foods
Branded product innovation
Natures Way Foods approached VGroup to help them launch a new brand of bagged salad into major supermarkets nationwide.
NWF have developed an innovative new process that makes salad leaves last up to 2 days longer than standard bagged salads using a natural, traditional blanching method which needed to be quickly and easily communicated to consumers.
We undertook extensive research within the category and competitive set from major supermarket chains. We analysed the product propositions, brand promises, names, descriptive language, pack designs and then utilised our NameTag™ process to develop the brand name 'Lasting Leaf'. Next followed concepts for the design, packaging, website and promotional marketing material.
Following a successful launch in 2010 in Waitrose, the range has now been extended in 2011 and select mixes are now stocked in Morrisons, Tesco, Ocado as well as Waitrose. Results have been very positive, with the new Lasting Leaf brand showing strong sales.
