Recipe Kits Spice Up Retail Market
Subscription-based recipe kit service Simply Cook has a new range of in-store recipe kits with a unique design created in collaboration with London-based B&B studio and Path. Launching in Sainsbury’s stores across the UK, the range of six kits delivers powerful flavors from around the world. Each kit includes three flavor pots and step-by-step recipe directions but no fresh ingredients, enabling the consumer to select their own produce as they make their way through the store, following the on-pack shopping list.
The design challenge was to bring that experience to life through packaging. Path’s solution was to create upright structural packaging to deliver shelf impact and a post-purchase experience that takes consumers on a journey of discovery. The bespoke cardboard structure features a fifth panel, allowing Simply Cook to communicate consumer benefits. The pack is open on the top and bottom to remove any perception of over-packaging while also allowing consumers to see the flavor pots, crucial for introducing Simply Cook to a new retail audience.
B&B studio applied bright hues and simple graphics across the design to express the pleasure of cooking. A pared-back design with vivid photography takes users on a visual step-by-step journey from raw, scattered ingredients, through the cooking process, to a delicious completed meal. The front of pack is kept simple, focusing on the flavors within.
Chris Forecast, creative director at Path, says: “Simply Cook brings delicious recipes from around the world into consumers’ kitchens, making cooking exciting, enjoyable and, most notably, easy. In creating the structure, we wanted to reinforce these ideas at every point of interaction: from opening the first panel and seeing a mouth-watering photo, to tearing the box open and discovering the recipe, to being able to easily prop the recipe up when you start cooking.”