Masterfoods has rolled out new packaging for its range of herbs and spices, aiming to make the shakers more user-friendly and with more differentiation between items. The herbs and spices will now come in color-coded lids, with improved labeling, and “easier-to-use” shakers.
Old screw-top caps will be replaced with flip-top lids so that people with impaired hand movements can use them with ease. The new lids will also make it easier for cooks to add the seasoning blends directly from the jar, said Masterfoods.
The change comes after research by Mars Food Australia, the manufacturer of Masterfoods, found people disliked “having to pick up every jar and read every label” to find the spice or herb they needed.
The new color-coded lids and easy-to-find labels would ensure herbs and spices do not get “lost in the shadows of the pantry”, another issue highlighted in the study.
Along with the product’s name on the lid, the following colors will be used for easier recall – green lids for herbs, orange for spices, and burgundy for seasoning blends.
“The new-look packaging will have the same quality herbs and spices MasterFoods is known for but will help shoppers easily find the product they’re looking for”, said Jane Horder, consumer insight and foresight leader at Mars Food.
The launch is supported by a new ad campaign created by Clemenger BBDO Sydney, which will appear across media platforms.