PepsiCo is relaunching Planet Lunch, the lunchbox brand, with new packaging by Bloom. Planet Lunch gives mums an easy way to fill the daily lunchbox with healthy food their kids will love. The range of fruit bars, fruit squeezers and bread bites are all 100% natural and combine child-friendly flavours and textures with health benefits like fibre and 5-a-day.

Bloom was appointed by PepsiCo in early 2011. The main challenge was to give Planet Lunch an identity that would appeal to both mums and kids. This meant balancing reassuring health cues with depicting an exciting, immersive world that would spark the imagination.

“We populated the planet with characters whose sense of mischief would appeal to the core target of 6-11 year-olds,” says Jill Marshall, Bloom MD. “However we kept the design simple and earthy to reflect the products’ health benefits.”

The new design will hit the shelves at the end of August, ready for the new school year, in Sainsbury’s, Boots, Waitrose and Ocado , with further listings planned in other accounts.

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