MADE FOR DRINK ANNOUNCES A RENEWED PUSH INTO RETAIL WITH THE LAUNCH OF A BESPOKE PLASTIC FREE PACK FOR THE CHANNEL, DESIGNED BY GRAND CENTRAL CREATIVE

Following a successful trial of its planet-friendly (plastic-free/home compostable) pouches over the Autumn, Made for Drink has taken the decision that January 21 is the perfect moment for its growing cluster of discerning off-trade customers (Waitrose, Sainsburys, Ocado, Fortnum & Mason & Independent retail) to have their own bespoke flow-wrap pouch, a snappy new identity that combines a stunning kraft paper black livery and with an extra 30% of free product at no extra cost to either the trade or the end consumer.

According to Made for Drink founder, Dan Featherstone, ‘we’ve had an exceptional year in retail; highlighted by our inclusion in The Grocers In-Focus report profiling Made For Drink as the fastest growing Meat Snacks Brand in retail and the sixth biggest contributor to category growth. But we know we can do more, provide greater value, consolidate and improve our premium queues on shelf and lead the category on important matters such as removing plastic from our packaging and ensuring a CO2 neutral future. January 2021 will see the launch our new retail focussed pack that delivers against all of these objectives. It is the start of an exciting period of growth for Made For Drink.’

Despite the seismic impact of COVID/Lockdown on Made for Drink’s on-trade heartland, Berkshire’s fine snacking aficionados have continued to prosper in outlets like Sainsbury’s, Waitrose, Fortnums, Ocado & Harvey Nichols, tapping into the growing enthusiasm for high quality, protein-rich, savoury meat-themed snacks.

The change to a more environmentally conscious pack offered an opportunity to create a pack with greater standout on shelf whether that be back-of-bar or supermarket shelf. The new environmental credentials highlighted through a custom “Plastic Free” and “Carbon Neutral” lockup.

Equally important was the requirement to maintain brand and recognition from our loyal customers and consumers. A dramatic alteration in overall pack colour whilst keeping highlight colours, illustration elements and, of course, allowing the craft paper to shine through allowed for a dramatic change but a recognisable new creative direction.