Canadian Packaging

Breton Popped! got pop!

By Canadian Packaging Staff   

General branding agency Breton Popped! Dare Foods Limited Marovino Visual Strategy

Marovino Visual Strategy provides updated look for Dare's Breton line of snack foods.

KITCHENER, ON—Breton Popped!, a new snack from Canadian firm Dare Foods Limited certainly looks like its full of energy!

With Canadians looking for a snack with ‘better-for-you’ options, Dare has introduced Breton Popped, Canada’s first supergrain cracker chip that is air-popped into naturally flavorful, nutritious and healthy alternative to satisfy crunchy cravings.

Branded by Toronto-headquartered design agency Marovino Visual Strategy Inc., the package design for Breton Popped! was designed to fit into the new Breton brand packaging architecture that was launched into market across the Breton and Breton Minis lines of products in 2012.

The 2012 graphics re-design was part of the brand re-launch with the primary objective of redefining the brand positioning among Dare’s target consumer and making the brand more relevant to today’s consumer.

The first step for Marovino was to update Dare’s first line of communication—the product packaging—to launch the new Breton Popped! to consumers.

Here’s what Dare had to say about the work done by Marovino:

“The most notable change to the Breton design was the graphic treatment of the brand’s trademarked logo. With a fresh, clean, contemporary look, the move from an all upper case wordmark to upper and lower case was designed to improve shelf impact, legibility, and create a more approachable brand presence.

“The launch of Breton Popped! represents the next generation of the new Breton look in a new product platform. The new product package design objectives included incorporating elements of the new Breton brand look and maintaining consistency with the brand while communicating the energy of the ‘popping’ process and our differentiating ‘supergrains’ content.

“With the power and energy of the ‘popped’ burst radiating from the bottom right corner of the box and colors which help clearly differentiate each flavor variant while allowing the appearance and light, airy texture of the product to shine we believe we have a strong pack design that will capture consumer’s attention and stand out on shelf!”

Featuring three flavors—barbecue, cheddar and sea salt—Breton Popped! uses a blend of supergrains, including quinoa, amaranth and millet.

These chips are trans fat- and cholesterol-free, are low in saturated fat and contain no artificial colors or flavors.

“Canadians continue to seek healthy snacks. We wanted to create a product that would appeal to them and one that they would feel good about eating,” says Dare senior director of bakery marketing Kelly McInenly. “We used our 30 years of Breton experience to develop a cracker chip that is packed with wholesome grains, air-popped and so delicious, snackers won’t even notice it’s healthier.”

All three varieties are available in 100 gram packages at major grocery and mass merchandise stores across Canada with a suggested retail price of $2.99. For on-the-go snackers, a 25 gram size is also available.


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