Engage a modern consumption occasion with packaging for a new range of frozen sweet snacks, mindful of our new proposition, the consumer and latest packaging.

SERVICES
BRAND STRATEGY
DESIGN
KEY MESSAGING
PACKAGING

The frozen category is increasingly being driven by portion-sized offerings vs. slice-to-share, particularly with the younger shopper and empty nesters. Sara Lee was looking to launch a new range to drive excitement, opening another conversation in market with products leveraging the Sara Lee expertise. 

The new product name and design needed to be both a nod to Sara Lee’s rich heritage (iconic and indulgent) and be a bit different, showcasing the new offering whilst also connecting to this audience and occasion.

We developed naming (minis) and packaging concepts that, whilst clearly part of the same family, deliver a playful twist. These new minis are Sara Lee through and through – delivering indulgence everyone will love – now in a convenient, on-the-go format. The packaging was designed to stand out on-shelf, with a special emphasis on fun, taste and occasion – matching the moments and mindsets of those it’s for.

“Molasses brought Sara Lee’s vision to life, crafting standout innovation packaging & a compelling Master Brand campaign. Their deep understanding of the shopper journey made every creative touchpoint purposeful, strategic, and memorable.” (Gold star!)

Tarryn van Romburgh, Category & Brand Strategy Manager