Hairy Bikers – Si King and Dave Myers – have teamed up with brand design consultancy Elmwood and All About Food on the launch of the Hairy Dieters range of healthy cooking sauces.
Inspired by their recent mission to shed the pounds while still staying true to their love of food, with their books “How to Love Food and Lose Weight” and “The Hairy Dieters; Eat for Life”, the new range of five tasty sauces delivers the big taste you’d expect, while being kinder on waistlines, the trio claim.
The Hairy Bikers are renowned for their love of proper food, however after years of cooking mouth-wateringly rich, high calorie meals, the popular pair decided it was time to think about their health. Not prepared to compromise on taste, they began creating recipes that were low in fat and sugar, while still packing a big punch where flavour was concerned. Losing six stone between them during the Hairy Dieters mission, they also persuaded the nation to join them on their journey.
Building a true identity for the brand, Elmwood started by creating a brand marque and logo that captured the friendly, accessible spirit of the Hairy Dieters. With Si and Dave being such an important part of the brand, it seemed natural to use their images within the logo and on the packaging.
Communicating the range as proper food, not a dull diet brand, the bold palette of vibrant colours achieves real shelf standout while staying true to the Hairy Dieters personality. The warm, chatty packs capture the honest, northern spirit of the pair, and Elmwood have also included cues which look back to their biker roots, like speedometers for fat content and cooking time, to inject the essence of the Hairy Bikers into the new Hair Dieters venture.
The Hairy Dieters range features five cooking sauces including Chilli Con Carne, Smoky Paprika Chicken, Beef and Stout Casserole, Sausage Cassoulet and Chicken Casserole, with plans to introduce more flavours in the future. The range launches into Morrisons stores on the 1st November.
Si King and Dave Myers said: “We’re passionate about great tasting food. Hairy Dieters is about staying healthy and enjoying life to the full. This range is for people who want to do that without sacrificing the delicious foods they love or feeling deprived. Elmwood’s concept for the brand and packaging perfectly captures everything about the fantastic and rewarding journey we’re on, and we can’t wait to see our sauces hit the supermarket shelves.”
Ben Brears, designer at Elmwood, said: “The Hairy Dieters are such big personalities and we wanted to make sure that bold character and friendly tone of voice came across with the Hairy Dieters range. We’re thrilled with the way the new brand and packaging not only captures the spirit of Si and Dave, but it also appeals to customers who want to get healthier while still enjoying their food.”