Parents choose a baby food brand very early on, in the first months of their child’s life. If the brand fulfills its promises – i.e. the food is tasty and the baby eats it – then parents are not inclined to experiment with other brands. Rather surprisingly, their initial choice is often made in front of the shop shelf. This is why well-structured on-pack communication is so crucial.

To become parents’ first choice brand thanks to perfectly balanced communication that conveys a positive and emotional overall impression of safety, warmth and closeness. At the same time, construct the on-pack communication with the right hierarchy, quick-to-learn coding of product formulas and variants and high taste appeal.

The important attributes differentiating Nestle baby food from the competitors (recommendation of the Children’s Health Centre and vitamin content) were effectively communicated. The newly enhanced palette of colors is full of warmth and optimism, and clearly codes the product formula and taste variants. High-quality visualization conveys a message of appetizing product consistency and natural, healthy ingredients. A set place for information about age groups and product content assures easy navigation.