Step forward Punk’d. The new snacks with attitude from Organix

As a category-defining baby and toddler food brand, Organix has driven the transformation of the baby food category through its No Junk Promise and innovation in foods for children. Having evolved from a disruptive start-up to a category icon, Organix asked FutureBrand to partner with them on delivering an ambitious brand innovation project to help them take the next step into the kids’ category and together start a snack food revolution.

“Mums and dads told us there is a conflict with kids when it comes to snacks, and they feel the food industry should do more to help. Limited options mean it’s a choice between fun, colourful snacks that appeal to children but that are full of junk, or snacks that children perceive as healthy and dull, so they just won’t eat them”, says Anna Rosier, Managing Director at Organix.

With 1.4* million households buying Organix, Punk’d comes with strong brand credentials built with parents throughout the early years of their child’s life. And looking at the back of pack of the new Punk’d snacks, parents get the reassurance of good food, with organic ingredients, and no junk.

The obvious approach would have been simply to take the next step up the age ladder. However, after assessing the brand’s relevance in the context of viable future scenarios and gaining unique insights into the motivations of kids between 5-10 years old, FutureBrand developed an aspirational and counter-intuitive approach by ‘reversing the telescope’- based on the insight that kids look forwards, not back.

The result was the creation of a sub-brand that, like its young, increasingly connected and self-aware consumers, is a small version of something big, not a bigger version of something small.
“Organix is such a loved and trusted part of family life for parents of young children, and it has always been a sad moment when they have to leave the brand behind,” said Alex Book, the strategic lead on the project. “The great news is that, with the creation of Organix Punk’d, parents and their growing little rebels no longer have to.”

“The brand look and feel and the packaging design is a direct translation of the rebellious new positioning and personality” commented Marie-Therése Cassidy, Executive Creative Director. “We created a bold and bright logo mark in an energetic and bursting star shape, along with a vibrant and bold colour palette that projects a brand that is both energetic and distinct. Punk’d is all about good food with attitude, which is conveyed using a dynamic ‘explosion’ of the product itself on the centre of the pack”. The initial launch is in cereal bars with ‘Cocoa & Orange Crash’ and ‘Strawberry & Vanilla Smash’ oaty bars with lots more snacks in development. The new range can be found on Ocado and Amazon from July 2016.

“Creative, thought provoking and inspirational – the Futurebrand team really took this challenge to take Organix from the comfort of the baby aisle out into the cut throat world of the main aisles” says Organix Marketing Manager Aileen Nicol. “They challenged our thinking and made us see what could be possible and what they’ve done is give us the best chance of cutting through. The response from parents has been incredible and we are excited to see what the future holds.”

* Source: © Kantar Worldpanel 2016