We are convinced that Fruttissima is the best jam by „Schwartau“ which is the market leader for jam in Germany.
Fruttissima tastes especially fresh and fruity like self-made. It contains less sugar than usual fruit spreads due to the gentle production process with low temperature.
Therefore, Fruttissima needs to be chilled and can be found in the supermarket close to other chilled spreads such as cream cheese.
Description of the product target audience
The target group are the so called „Millennial Generation“ that is between 20 and 40 years old. Regular fruit spreads or jams are too boring, too sweet or lack of fruitiness for the target group. They are both female and male and belong to the middle-class income group.
They like novelty and naturalness.
The product should show the „Schwartau“-logo.
Fruttissima is located in the chilled area in the supermarket. It is the only jam in this environment. Therefore, the packaging needs to make very clear that it‘s a jam.
The design can be totally different than the current design. It is supposed to show fruitiness, freshness, modernity and naturalness.
Strawberry is the most popular variety. That is why the design should be developed on this sort. The variety strawberry (in German „Erdbeere“) should be visible on the front of the packaging by using pictures of strawberries or a variety denomination.
The design must be transferable on at least four further varieties such as raspberry, apricot, cherry and forrest fruit.
The lid should have a „neutral“ colour (black, silver, gold, and so on) as it should be used for all varieties.
It might be good to integrate a claim on the packaging. You can choose between three different claims:
1. „80% kürzer erhitzt“ = „cooked with 80% less temperature“
2. „Frisch aufs Brot“ = „Fresh on bread“
3. „Echter Geschmack sonst nichts“ = „Pure taste - nothing else“
The shape of the jar (cup) is fixed. It is made out of plastic material due to the special production process. A sleeve covers the whole cup all around, so that there is a lot of space that can be used for the design.
What to avoid
The design should not have a very high share of white colour. We have made the experience that white colour makes it difficult to transfer the messages fruitiness and taste.
Fonts can be modern but must be clearly legible.
6,7 cm (height) x 8 cm (width at shoulder of the cup)
6 cm (width at the cottom of the cup)