Georgia’s Choice unveils fresh pack design for gluten-free convenience foods

Georgia's Choice: new look packs

Georgia’s Choice: new look packs

Georgia’s Choice gluten-free convenience foods range has launched new look packs developed by branded packaging design agency 3Monkey. 

The current range is in the freezer cabinets now with new additions to the range following shortly.

A top brand in the growing free-from category, with wide distribution in the major multiples, Georgia’s Choice provides family-favorite convenience foods, including chicken bites, fish cakes, lasagna and Mexican bean bakes, suitable for the nation’s growing number of gluten avoiders.  

3Monkey has transformed the Georgia’s brand logo to incorporate the ‘positive’ tick now associated with ‘free from’ products. Clean, bold graphics have been used to punch out the ‘Gluten Free’ message, which the previous design didn’t do, and colour coding has been introduced to signify the range’s Chicken, Beef, Fish and Vegetarian dishes.  

The front of pack also incorporates nutritional information and the Coeliac society logo, the union flag also identifies British sourcing. The packaging is designed for visibility from all angles to give real stand out whether in the chest freezer or stand up cabinets, 3Monkey claims.

Apart from the Chicken Bites, which are in a recyclable plastic bag, the range is packaged in sustainable and recyclable cardboard cartons and sleeves.

Designer, Rosie Basten, said: “It’s exciting because ‘free from’ is a growing market and it has been a challenge to get across so many messages within a clear and unified design. What we didn’t want was for it to look hand-written and cottagey. This is an important and growing category and we wanted the Georgia’s Choice brand to communicate clearly the gluten free message”.

Georgia’s Choice Gluten Free range currently includes Chicken Bites, Chicken Grills, Fishcakes, Mexican Bean Bakes and Beef Lasagne, available now in selected Asda and Tesco stores. 

3Monkey Design is a member of the Alexir Partnership.