“I once bought a shirt, and this later turned out to be the inspiration for Koppert Cress’s new design,” says Rob Baan. “No more complaints about the blue boxes. The cress is now cultivated in loose, blue punnets, and is therefore easy to handle. The next step will be to also make this aspect more sustainable, but that is still classified for a while longer.”
Koppert Cress will introduce their complete new packaging line today. The design needed to be freshened up, and the new (obligatory) certification also had to be added. The final result is recognisable, distinctive, easy to handle and has a direct link to flavour and use. All products will be supplied in the completely restyled, modern design from 20 March 2017.
The packaging is distinctive because of the colour combinations. The five flavours are the starting point. Each product has its own colour palette, supplemented with images of flavour associations or friends. The box has a lid, the small packaging has been renewed, and the top-seal and film packaging has been replaced with a clear punnet with revenue band: the CressSingle.
Points of interest
- One box holds 12 CressSingles;
- BroccoCress remains in the familiar box of either eight or ten;
- The RocketCress is offered per 16 in a solitary box or per 12 in CressSingle;
- All specialities (except Shiso Leaves and Cardamon Leaves) are supplied per two.
Flavour palette helps chef
In order to not make all the boxes too green, distinctions have been made. “That is why we introduced the packaging with a flavour palette to help the chefs. He could be looking for one of the basic flavours: sour (green), sweet (pink), salt (blue), bitter (brown/yellow) or umami (orange). Of each cress / speciality we know which basic flavour fits this category, and the basic colour will therefore be central.”
Besides the colour coding, the box also features a number of flavour friends (associations in uses/combination, colour, flavour, sense). For example, sour Vene Cress is associated with beetroot, lime/lemon, rhubarb, and can be combined excellently with red fruit. The colour course is further supplemented with the associations. Koppert Cress has started the campaign by now, which also informs the final user, the chef, about the new products.
Dutch Cuisine
Special attention is paid to Dutch Cuisine, a recent movement in gastronomy, based on five principles: culture, nature, health, quality and value. The principle, 80 per cent vegetables and 20 per cent meat or fish, is the starting point completely endorsed by Koppert Cress, and carried out by Rob Baan in his efforts to make the Netherlands the healthiest country in the world.
For more information:
Koppert Cress
De Poel 1
2681 MB Monster, the Netherlands
T: +31 (0)174 242819
www.koppertcress.com