Mrs Ball’s is a household name in South Africa with a long-standing heritage as one of the country’s big icon brands. Chutney is an integral part of local culture and Mrs Ball’s has earned a place in the hearts and kitchens of SA cooks. Recently, to keep up to date with South African flavour trends, the much-loved brand extended its flavour portfolio by adding three new variants to their range, as well as a ‘Love Local’ heritage label exclusively for Woolworths.
Because this is the first time that the brand is actively extending their flavour portfolio beyond dialing up taste cues like “hot” and experimenting with the norms of chutney, they sought the help of seasoned innovation and brand specialists, Just Design. The challenge for the design team was to remain true to the heritage of the brand, whilst still considering the retail space, shelf standout and category cues. The three new flavours combine local and international palette preferences: Jalapeno, Chakalaka and Sweet Chilli.
Mrs Ball’s has always appealed to LSM 8-10 traditionalists – with the launch of these new flavours, the brand is expanding its market to more mainstream palettes and a wider audience. The innovation is not only an exciting and unique dip into the taste of South Africans, but it also starts to promote the use of chutney in new and unexpected ways – thus changing consumer behavior and attitudes towards chutney. What has traditionally been perceived primarily as a condiment can now be used in salads, as dips, with cheeses, in bastings and marinades – the possibilities are endless. The chutneys are also Halaal and Kosher.
With the considered approach balancing established and new, Just Design ensured that the flavours and limited edition are in keeping with the hallmarks of the brand, each one still exuding premium quality and heritage. The new flavours are on sale in most major retail outlets and the limited edition has been available in Woolworths stores since mid-March 2016.
About Mrs Ball’s:
Based on a generations-old secret family recipe, Mrs H.S. Ball's Chutney™ was started by Amelia Ball at the start of the last century, made on a small scale and either given as gifts to friends or sold at church bazaars and grew rapidly through popular demand. So popular became its wholesome, piquant and fruity flavour that the Ball kitchen was transformed into a makeshift production line. As demand continued to soar, Amelia and Herbert sought the assistance of Cape Town businessman Fred Metter, who procured both the octagonal jar and the oval label with which today's chutney lovers are so familiar with. A Woodstock factory was opened in 1917, and as exports to Great Britain increased, an even bigger facility was later opened in Diep River. Over the years Mrs Ball’s has formed part of Unilever foods and in April 2013, Mrs Ball’s became a wholly owned subsidiary of Tiger Consumer Brands Limited.
For fifteen years, Just Design has proven their creative excellence, respect for budget and timelines, and technical ability with rollouts into major international FMCG brands with over 200 SKUs. With a national footprint and accounts across Africa, Middle East and Europe, they represent blue-chip clients and global brands, and are one of the top 3 packaging design agencies in South Africa.
For further information, please contact: Vanessa Bosman
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