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Recipe - A twist on staid food packaging

Problem
Commercial ready meals are currently targeted towards adults in a fast paced society who need a quick fill. Where the elderly need convenience, current meals are inappropriate for their diets—high salt content for example.
Insight
“Great lack in terms of the quality of food designed for the elderly and there are solutions that have been medically conceived, not by the food industry.”
— Catherine Renard, scientific coordinator for Optifel

“Hypertension [high blood pressure] is a very real threat in the over-60s, and it is exacerbated by too much salt. All these dishes have too much salt in them,”
— John Millard, retired doctor, speaking about a new range of meals attempting to aim at the elderly.

Solution
To create a range of appropriate ready meals that fill this niche in the market.
Audience
Those who are perhaps immobile, need care or simply don’t want to cook for the day.
Packaging range
Bottom of pack example
Outside of Packaging
The recipe which is overleaf has been digitalised and cleaned up, but still captures the essence of wear and tear, and all other marks in order to capture the author's own narrative. Scissor symbols on pack prompt consumer to cut out the recipe and use it for themselves. Consumers are also prompted to send in their own recipes if they feel they have a meal that can help someone else.

Inside of the packaging.
The perforation on the bottom of the pack allows the consumer to open up the net to see the recipe that inspires each pack. The suggestion section has more emphasis on the person's own recipe story, than simply showing the food.
Brand summary

Project Tags

  • food
  • recipe
  • story
  • meal
  • elderly
  • nutrition
  • ready meal
  • people
  • packaging

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