Tesco’s US grocer Fresh & Easy Neighborhood Market recently launched a new Private Brand line of sandwich cookies designed by the design consultancy P&W. The line includes a chocolate cookie with vanilla crème filling and a vanilla cookie with vanilla crème filling.
This style of cookie (Oreo perhaps) has been a family favorite for many decades, so the design had to encompass traditional values and heritage cues as well as having a fresh look and feel. P&W’s approach was to showcase the cookie, by taking its shape and detail to create a bold pattern to frame the product name. A glass of cold milk next to the photograph of the cookies completes the front panel.
The cookies contain no artificial colors, flavors or preservatives, consistent with the Fresh & Easy ethos. To further enforce the brand values, the cookies are baked with the fresh & easy logo in the middle.
“In a heavily branded sector such as cookies, we needed the design to be strong and eye catching on shelf. We felt that our solution was bold and had the personality to compete in category and appeal to customers of all age groups”.
I do not live in a Fresh & Easy market, so I have not tried the cookies, but over the last few years national brands (Newman’s Own) and Private Brands (Trader Joe’s) have come to taste parity with the iconic Oreo. In fact I generally prefer the Trader Joe’s Jo Jo’s. I look forward to trying these.