French pre-packaged vegetables specialist Bonduelle has redesigned its packaging in Russia to make it more lively and sunny, according to the company.
The company last month finalised the acquisition of Russian firm Coubanskie Conservi and has now undertaken a project to refine its positioning on the market, including the segmentation of the Bonduelle range.
Bonduelle products will now be divided into three main lines: Classique, which includes mono-products like corn and peas intended for universal use; Expert, which groups together mixed vegetables with sauces to be used as side dishes and salads; and a new premium line called Fusion, including various vegetable-based delicacies.
The new design concept, developed by Russian branding agency Depot WPF, is also being used in certain European countries, including Romania and Bulgaria.
