Brand Packaging

USA > I Can't Believe It's Not Butter! Cooking & Baking sticks

August 31, 2009


Unilever has created a healthier alternative to butter with the launch of its I Can’t Believe It’s Not Butter! Cooking & Baking sticks. The product’s packaging calls out its nutritional benefits-50 percent less saturated fat than butter and 0g trans fat per serving. The cookie graphics that appear on the packaging were specifically chosen for their very strong taste cues and to drive appetite appeal with consumers. And because food photography is not often used in this category, the brand can more easily stand out on the shelf. (Package design: Anthem Worldwide, www.anthemww.com; Printer: Malnove Packaging & Packaging Solutions, www.malnove.com)