Organix has expanded its brand from its core finger food and snacks for children aged 6 to 36 months to one that includes baby meals. The new children’s meals were launched on the 22nd of June 2022, with the full range including breakfast bowls first available in ASDA stores. Independent global agency Dragon Rouge helped to define the new brand’s portfolio architecture and designed the packaging.

Organix is the UK’s leading baby finger food and toddler snack brand, and is the number 2 brand within all baby food. Organix’s new baby meals champion real organic food and introduce a wide variety of tastes, textures and flavours for every development stage from 6 months – 12months+. They ensure that little ones enjoy healthy and organic foods packed full of veggies and pulses, giving the best foundation for future food lovers.

Dragon Rouge’s focus for this range was on creating healthy but super fun and tasty meals for parents with baby, toddler or kids up to 6 years old, whilst also highlighting Organix’s goal of supporting parents in introducing healthy habits to their children, by being that helping hand.

In the first instance, Dragon Rouge worked alongside Organix to develop a refreshed positioning for the master brand. This new positioning was developed to account for the move into nourishing meals and to set Organix up as a true ally for parents in raising healthy, happy eaters.

From a design strategy standpoint, Dragon Rouge’s vision was to effectively communicate the superior authenticity and abundance of the good ingredients, in a naturally uplifting and joyful way. One which visually captures the essence of ‘real food, real taste and real joy.’

The design captures the provenance story of the ingredients bringing to life the Organix farm story – to convey delicious combinations of fruits, veggies and nutrient rich sources, and the things your baby needs for healthy growth and development from babies first tastes through to discovering new tastes and textures.

The delicious food is the hero of the packaging, front and centre on a spoon surrounded by the natural ingredients. Full of character, this design integrates the ingredients, product and benefits seamlessly through the unique storytelling of the Organix farm provenance story.

The full range of meals and breakfast bowls launched first on the 22nd June in ASDA. Other retailers will follow from October/November.

Leanna Rice, Brand & Communications Marketing Manager, at Organix, said:

“The Dragon Rouge team were a pleasure to work with on this strategically important launch for Organix.
We’re delighted with the final packaging which really showcases the variety of natural ingredients, delicious food and the weaning occasion.”

Manisha Mistry, Design Director at Dragon Rouge London said:

“This Organix new collection launch has been a great opportunity to create impact on the baby food aisle moving away from bland meals to tasty food adventures full of natural goodness. Meals that explore delicious recipes, clear ingredients and different textures from first tastes to exploring different flavours.”