Pangkarra Foods has re-branded its pasta packaging while adding a gluten-free penne and gluten-free fettuccine to its range.
Based in the Clare Valley in South Australia, the company produces premium paddock-to-plate wholegrain products such as pasta, flour, lavosh and grissini, but can now offer options for consumers intolerant to wheat or gluten.
According to co-manager Katherine Maitland, the new-look packaging was developed to take the current packaging from a sticker to a printed bag, which is more economical, and showcase the new Health Star Rating (HSR) system.
The look is clean, to match the products' premium branding, and was created by a graphic designer in Melbourne.
"We didn't want to change the brand or logo too much as people recognise us more and more," Maitland said.
"But this look is more edgy, and the fresh white helps it 'pop' more on-shelf.
“The packaging has enabled us to reinforce key messages that we didn’t feel we were delivering, such as the fact that our pasta is vegan-friendly; we grow GMO crops; and our pasta is not just wholegrain but 100 per cent wholegrain."
Pangkarra used a printer in Melbourne for the new packs, and believes the look is much more impactful.
The company's wholegrain pasta received five stars in the new Health Star Rating (HSR) system, which is now clearly labelled on the pack.
“Packaging and branding is so important, so we wanted to ensure our new pasta packaging appealed to our existing consumer base while also creating new customers,” Maitland said.
The two new gluten-free pasta shapes are made with Australian lentils, Australian chickpeas and Australian maize flour. They are low in sugar, high in protein and low in GI.
