Mousline and Marks

French mashed potato brand Mousline is unveiling a new strategy and overhauled pack design by Marks, aiming to revive the category for a wider and more diverse audience.

Marks says exploration of the carbohydrate category showed mashed potato was associated with quick and easy functional cooking methods, historically favoured by traditional, nuclear families. Mousline needed to be able to compete with carbohydrate staples such as pasta and rice – synonymous with creative cuisine – as well as new plant-based brands.

For the revived brand identity, Marks is combining Mousline’s design roots with modern, bolder graphic elements, such as the rounded typography in the new logo. The company states the revamped pack design’s photographic assets represent Mousline as a clean, indulgent but still approachable plant-based product, produced 100% locally. Marks used imagery of dishes featuring fresh ingredients to address misperceptions of Mousline as a processed product.

Marks adds that encouraging consumers to personalize their culinary creations aligns with the brand vision “to each their Mousline”, with the new pack architecture allowing for facilitated navigation across a range of 19 SKUs.

The new brand is being introduced in France in this month with plans to relaunch the Mousline brand in other Benelux regions including The Netherlands, Belgium, Germany and Spain in the coming months.

Last month, Marks developed a design strategy for Sensodyne’s Clinical White tooth whitening product, including vertical packaging and a premium print finish, modelled around the brand’s ‘S’ symbol, which was redrawn specifically for Clinical White. The product is currently rolling out in the UK accompanied by digital assets and a campaign, with a USA rollout scheduled to follow.

In similar news, STORMBRANDS updated Tropicana’s Kids Smoothies branding last year, with photographs of real fruits printed on the carton alongside on-pack health claims such as ‘1 of 5 a day’ and ‘no added sugar’, expected to appeal to parents as the primary consumer of the multipack boxes, and phrases like ‘mandarins can get sunburnt’ and ‘a pineapple is actually a berry’ aimed to prompt conversations amongst children at lunchtime.

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