An alternative food plan for young people on the move
The Swiss retailer Coop just launched a brand with 50 convenience food products for swiss teens. The brand and products were created together with BrainStore. We involved the target audience, convenience food specialists, packaging experts and the people from Coop in several workshops.
We learned a great deal about the habits and needs of swiss teenagers when it comes to food. Food needs to be uncomplicated and fun, can be healthy but should not shout about it, low priced without being completely cheap and have a design you want to show around without being too trendy (it’s only food, ok?).
The 50 products include all-time favourites like the giant brownie, energy drink, toast, pizza and donuts, but also new inventions like “planet salad”, a milkshake called “do me a flavour”, “maccaroni & cheese” (very well known in the US but quite new for the young crowd in Switzerland), sweets, smoothies and yoghurt like the “latte macchiato” mix.
Most meals come with an attached cinnamon chewing gum to chew after eating, and the design is very fashionable indeed. “Plan B” is the food that you eat on the go, when you just want to grab a bite and when you want to have some fun with your friends. read more (in German, French or Italian) on the official web site of Coop.
