Somerfield will next week launch distinctive new fresh produce packaging to all of its UK stores.
The chosen design is based on the ‘Market Fresh’ format that Somerfield had already launched at stores in Wanstead, Carshalton and Dulwich.
The move to the stylish new black and white ‘chalkboard effect’ packaging is aimed at creating a simple yet stylish design that doesn’t overcrowd the product - letting the natural fresh colours sell themselves.
There is added emphasis on healthy eating with the corporate 5-a-day logo and portion control advice on the majority of packs. And British produce has also been singled out, with certain key lines being incorporated with the Union Jack to promote Somerfield’s policy of sourcing UK produce where viable.
Salad category buyer Dominic Edwards said: “The aim of the new packaging is to give our customers a sense of familiarity throughout our stores through easy identification of our products. The uniformity of the design looks great on shelf, creating bold displays of fantastic fresh produce.”
Stores will receive point of sale supporting the packaging launch on September 8, featuring the slogan ‘Our fruit and vegetables are of the freshest quality, it’s there in black and white’.
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