Wednesday, 16 April 2014

Pams flour packaging proves it has the ingredients for success

Foodstuffs private label Pams has been recognised in the international Vertex Awards for its creative packaging designs. 


Pams flour packaging won the prestigious “Best in Show” award  and took out Gold in Packaged Goods category, and was described by the judges as capturing “a sense of baking nostalgia with familiar baking icons and charming fabrics woven from another time of wisdom and practicality.” They felt the packs portrayed a “wonderfully wholesome” feel that was both a “refreshing and delightful take on a basic everyday item”.


Other Pams products also received recognition and were awarded Gold in their categories including Pams milk, cream and butter in the Fresh Category, Pams premium ice cream in Frozen and in Body Care, Pams baby range  also excelled.


Jocelyn McCallum, National Private Label Manager, Foodstuffs Own Brands Limited says, “The Pams packaging is constantly evolving to ensure it resonates with our customers. Brother Design listened to our vision, challenged us and encouraged us to push the boundaries and we think they really managed to capture the essence of our brand.”


To have a Kiwi brand outshine designs created for global retail giants such as Tesco and Lidl from Europe, America’s Safeway or Australia’s Woolworths is confirmation that not only are Foodstuffs great retailers, but when we team up with experts such as Brother Design, we can lead the world in key areas such as packaging, says McAteer.


“To have the Pams brand receive such international recognition makes the team immensely proud and is confirmation of the calibre of the work we do. We want to continue to surprise and delight our customers with the Pams brand and we know continued collaboration with Brother Design to deliver fresh, creative packaging is one way we can enhance our customers experiences.”


Private label products make up approximately 13% of Foodstuffs total grocery sales with Pams contributing 8.5%. Private label is considered a really important brand offering as it gives customers the ability to buy high quality products prices at affordable prices. Foodstuffs has no plans to increase the level of market share of its private label products Pams and Budget.

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