Terra 50% Reduced Fat
Packaging design was chosen from a range of concept ideas developed
by Vermillion. The product is the first 50% reduced fat potato crisp
to be launched in the UK and will appeal to consumers who are health
conscious but equally care about taste. The design has been created
specifically to appeal to ABC1 adult female consumers. This bucks the
current market trend as recent competitor launches rely on branding
that is genetically masculine rather than feminine.