New Zealand's Anchor Cream has reached the Aussie market, with packaging designed to stand out on-shelf.
Specifically targeting foodies and home chefs, the range has markers on the side of the bottle to ensure precise pouring and easy measurement, in the same way as butter packs.
Screw-top lids allow for safe storage and eliminate messy drips and leaks, and the bottles come in exact one-cup (250ml) and two-cup (500ml) sizes for easy measuring.
The new packaging was designed by brand consultant Landor, whose team ensured it reflected Anchor's heritage as one of New Zealand’s oldest brands, mixed with contemporary quality cues.
“We’ve used matte labels, black highlights and unique design elements to help us stand out in the category,” said Anchor's senior brand manager Kate Hughes.
Originating in New Zealand and owned by Fonterra, Anchor is a dairy brand known for its grass-to-glass supply chain.
Now operating in Australia in a newly built plant in South West Victoria, its cream is made from a select group of 34 local dairy farmers.
The new range includes Pure Cream, Thickened Cream and Light Thickened Cream and is only sold in Woolworths.
Anchor said the chilled cream category is worth over $300 million in Australia, but in recent years there has been a decline in sales.
“We believe there's a big opportunity to get cream back on the weekly shopping list by motivating foodies to use it in their cooking all year round," Hughes said.
"We've packaged it in cook-friendly formats to make it easier."
Magazine and digital support will drive awareness of the Anchor Cream range and its 'measure of perfection' bottle markers.
Fonterra currently has five $100 million brands in Australia, and the branded milk product Riverina Fresh.
