14 July, 2021

Masterfoods & Clems Sydney Shakes Up Herb And Spice Range

By Mary Madigan

Masterfoods has debuted new packaging for its herbs and spices, aiming to make the shakers more user friendly.

Masterfoods herbs and spices will now come in easier-to-use shakers, complete with colour-coded lids and new labelling.

The changes comes after research by Mars Food, the manufacturer of Masterfoods found people disliked, “having to pick up every jar and read every label,” to find the herb or spice they needed.

The colour-coded lids and easy-to-find name labels would also ensure herbs and spices did not get “lost in the shadows of the pantry”, another issue highlighted in the study.

The rebranding features flip-top lids replacing the old screw-top caps and colour-coded lids – green for herbs, oranges for spices and burgundy for seasoning blends – along with the name of the product on the lid, and clear labels.

The changes to packaging aim to make the herbs and spices easier to use and easier to find in the cupboard. Particularly for cooks new to the kitchen.

Mars Food consumer insight and foresight leader Jane Horder, said: “There is a need for a brand that talks to the changing cooking and baking habits of Australians. With people cooking more at home since COVID, we have seen significant growth in the use of herbs and spices.

“Younger couples and singles are now twice as likely to be using herbs and spices in their evening meal than they were pre-COVID,”

“The new-look packaging will have the same quality herbs and spices MasterFoods is known for but will help shoppers easily find the product they’re looking for, and make dinnertime easier, quicker and just as tasty.”

Mars Food Australia’s marketing director, Bronwyn Powell, said: “Since 1945, our packaging has evolved to set trends and continue to satisfy and delight changing Australian tastes,

“In 2021, our focus is to ensure the quality MasterFoods herbs and spices are accessible to everyone and are easier to use in the kitchen and easier to find on the busy supermarket shelf.”

The new-look range will start to hit supermarket shelves in July and roll out over the coming months.

The launch is supported by a new advertising campaign, created by Clemenger BBDO Sydney, which will appear across television, digital, OOH, display and social.

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Bronwyn Powell Herbs and Spices Jane Horder masterfoods