Linda McCartney’s unveils new-look packaging

The company says the new packs have been developed using research on customer purchasing behaviour, along with creative input from the McCartney family, including a back-of-pack biography written by Stella McCartney.

The new design, which will be seen on shelves from October, features vibrant colours and bolder fonts to highlight the product descriptions and make it easier for consumers to find their favourite Linda McCartney’s product.

Nadine Maggi, managing director at Linda McCartney Foods, said: “The new evolution of Linda McCartney’s packaging really encapsulates the direction of the brand and addresses issues for consumers in-store. With the McCartney family’s input, the new vibrant and bold design is clearer and rings true to the brand’s ethos that continues to resonate with our consumers.”

Four different formats will be available; landscape and portrait boxes, freezer bags and watch-strap style sleeves over recyclable foil trays.