Swiss home based Mövenpick is well established in the segment chilled salads and salad dressings. Since 2011 Mövenpick’s salads and dressings can also be found in German supermarkets and are exported to Scandinavia.
To ensure success in Switzerland and to increase international market share, a facelift of the packaging design was necessary - especially to prevail as a premium supplier over the growing number of private labels.
The claim "The little everyday luxury" was the centre of the conceptual realignment of Mövenpick’s salads and sauces. The premium positioning was designed to match the brand values of Mövenpick and has been implemented on a shrink sleeve within the sauce category. Aimed at expanding the target markets Switzerland, Germany and Scandinavia.