Eatlean is one of the UK's leading healthy chilled food brands - initially focused on cheese, it has put cheese back on the menu for people who want to make healthier choices in the meals they enjoy as part of their healthy lifestyle.
Eatlean cheese is a low calorie, high protein cheese and it is 100% natural - made the same way we make an everyday cheddar.
Eatlean provides meal solutions for people by being available in a range of 12 product formats - covering block, grated, sliced, snacking, spreadable and hot bake.
Eatlean initially targeted people who wanted less fat and more protein in their diet, with the expectation that males interested in sports nutrition and diet would be the dominant consumers.
As the brand has grown over the last three years, the consumer profile has changed:
- predominantly female
- broad age profile: 25 > 54
- Mainstream everyday shopper
- Consumed by people interested in
… Sports and Fitness
…. Lifestyle diet programmes (Slimming World / Weight Watchers)
…. People making healthier choices within their everyday meals
…. People on restricted diets for health reasons (low cholesterol; Lactose Free)
Eatlean has an active community on Instagram
It is time for the brand imagery to develop - evolution, rather than revolution ..... but we know now is the time to change how our products communicate to our consumers
We want a creative for a label design for the Eatlean brand that can be replicated across a number of different pack formats. (see website for full range of current pack formats).
Focus on the 350g block pack - as this is the core line.
However, please demonstrate how this design would transfer onto another format.
The initial design was for a 'start-up disrupter' who was going to challenge the status quo of the cheese fixture. Now we are in a position where the brand can evolve and become:
- more mainstream
- appeal to females and males
- be inclusive to a wide range of 'healthier choice' consumers
The design should
- reduce the hard facts: x% less, Y% more
- Add positive messaging ….. eg Half the fat - means you can eat more cheese
- dial up usage occasions (without photography)
Don't get stuck on cheese - the Eatlean range will extend beyond cheese in the (near) future.
What to avoid
Don't change the Eatlean brand logo.
Don't use Photography of food / meals suggestions.
examples of pack dimensions are
350g block: 180mm(l) x 150mm (h)
180g grated: 170mm(l) x 200mm(h)
150g spreadable: 120mm(l) x 70mm(h)