MasterFoods

Refreshing an iconic household staple for a new generation

Over the years, we are proud to have had the confidence of MasterFoods to work on revitalising some of their most popular products, as well as introducing several new ones. Food packaging design played a central role in refreshing the Herbs, Spices and Seasoning range, a mature but growing category where MasterFoods was under pressure from competition in an aggressive retail environment.

Together with MasterFoods, we took the opportunity to inspire a new forward vision in consumer engagement and experience in a way that was distinctive, tangible and beneficial to consumers.

Leveraging from the success of the redesign of the MasterFoods Herbs and Spices range, Spice Blends aimed to inspire a young home cook and create an exciting culinary journey across the globe from the comfort of the kitchen.

Towards a brighter future, one squeeze at a time

MasterFoods is Australia’s primary supplier of portion pack condiments, evident in cafés and establishments across the country, with 17 different sauces available. The packaging might be small but hardly insignificant – just ask anyone who didn’t receive tomato sauce with their takeaway fries!

The overall annual consumption adds up to a consequential amount of single-use plastic, destined for landfill or in our waterways. With this in mind, MasterFoods turned to us with the challenge of combining sustainability with convenience in one of our most iconic yet overlooked everyday formats.

The challenge was to retain full recognisability of a commonplace and frankly crucial product, while changing packaging format. Clearly communicating the recyclability of the packaging and intuitive instructions were equally important.

Simplicity was key to success. A clear colour coding system would help the consumer navigate the expanding range of condiments. An elevated paper texture combined with a recyclability statement right below variant would help shift disposal behaviour. And simple instructions with pictograms on both sides of the pack would go a long way to help consumers avoid squirting tomato sauce in their eye!

The paper-based packaging format had a five year development process and went into trial nationwide in 2024. With plans to roll the format out across the full range, MasterFoods is set to remove a significant amount of plastic from their supply chain and we are very proud to have played a small part in moving towards a brighter future.

Building on the gold standard of Aussie BBQ sauce

With the Barbecue Category in mainstream growth, MasterFoods seized on the opportunity to drive penetration within the younger demographic through meal inspiration.

Already the gold standard for BBQ sauce in Australia, this range of exciting new flavours needed to provide elevated and effortless flavour at a glance. We helped bring the range to life in a collaborative effort with the client that included packaging design, naming and mouthwatering photography.

Delicious high protein meals made effortless

MasterFoods have had a successful collaboration with health brand My Muscle Chef since 2022, and together we have helped bring several iconic ranges of nutritionally optimal and delicious meal solutions to shelf, from meal starters to spice mixes and marinades.

The design strategy to reach the >40 demographic was to combine key MasterFoods assets with data driven health benefits of the high protein segment. The result is both unique and relevant, bridging the misconception that healthy food cannot be delicious through tantalising food photography, convincing the market that high protein meals can be both effortless and spectacularly tasty!

Convenience-driven innovation come to life

Convenience is king. Time is money. Nowhere is this as true as it is in the kitchen. With this in mind, MasterFoods turned to us to help bring their new convenience-driven range of finely crushed in an innovative new bottle to life.

Apart from packaging design, we also helped bring the result to market with a strategic communication campaign across the full shopper journey, from OOH to press, online, social media and of course every step of the way from aisle to shelf.