Magazine article Marketing
PepsiCo in Overhaul of Planet Lunch Offering
PepsiCo, owner of brands from Tropicana to Walkers, is revamping Planet Lunch, its healthy snack range aimed at children, less than two years after the brand's UK debut.
Packaging for the range, which includes fruit bars, drinks, dips and snacks, has been redesigned by Bloom. New-look products will be available from Sainsbury's, where they had been trialled, along with Boots, Waitrose and Ocado later this month.
The updated visual identity aims to communicate the brand's health and fun aspects 'more overtly' to mothers and children. Packs will feature images of their contents, rather than the cartoon characters that currently appear on the products.
The launch of Planet Lunch in 2009 formed part of PepsiCo's pledge to make itself a 'business whose future profit and growth is driven by healthier products' by 2020.
However, the firm's 'Health Update 2011' confirmed that the range did not meet its target of being 'taken to scale' post-launch, thus failing to meet a company health pledge.
Even so, the report stated that sales of the range rose by 50% in the first half of 2011 and outlined a commitment to expand sales beyond Sainsbury's to other outlets.
Last month, Richard Evans, president of PepsiCo UK and Ireland, sought to dispel notions that raised obesity levels were a problem solely for food and drink companies with the launch of the 'Health Update'. …