Design Awards: FMCG


Waitrose markets itself on its food expertise, claiming 'food lovers' make up a larger proportion of its customers than its rivals'. Indeed, while the ingredients market, which is valued by ACNielsen at £238m a year, has an annual growth rate of 2%, Waitrose's ingredients sales were rising by 14% a year due to the nature of its audience. It saw an opportunity to boost these sales further by producing an 'expert collection' of ingredients.

The retailer hired Lewis Moberly to develop a creative concept for the collection, uniting a range of 58 products in a variety of packs and sizes.

Launched in July 2004, the 'Cooks' Ingredients' range was clean and uncomplicated in design, reflecting the trend toward a more relaxed and spontaneous approach to cooking. It incorporated a series of labels, each telling its story with a call to action, such as 'a dash of this' or 'a drizzle of that'.

In the 12 months since launch, the range has achieved weekly sales of £54,000, 40% above target. Annual sales are expected to hit £4.3m this year.

As well as demonstrating the scope to expand the market, the exercise hit profitability within just 12 weeks.


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