PepsiCo Foods Canada launched into the cracker category for the first time with Twistos Baked Snack Bites in three different flavours: Asiago Cheese, Bruschetta, and Parmesan and Garlic.
The new snack line had to cut through the clutter of the overcrowded cracker category to attract the attention of cracker snackers who prefer lighter, natural flavoured snack foods. The packaging design had to communicate that these crackers could be enjoyed socially or as a single-eating snack at home or on the go. The design also had to maintain a consistent, clean and simple look while highlighting the individual flavour cues.
The designs show clear differentiation between the flavours while maintaining an overall cohesive look throughout the product line. Using colour banding and food photography, each flavour’s ingredients are highlighted in a unique way. The design and shape of the packaging emphasize the convenience of this irresistible, on-the-go snack that can be enjoyed right out of the bag.
After only 17 weeks in the market, the Twistos Baked Snack Bites brand captured a 3% share of the cracker market.