This bold redesign has been created to live up to the company’s name and pop off shelves – a critical part of the design strategy considering new COVID-19 shopping behaviors.
Dustin Finkel, founder and CEO of Ka-Pop! Snacks, says, “As the only 100% sorghum chip on the market, we’ve always wanted to emphasize this ‘Super Grain’s’ power through our superhero-themed branding. This revamp is much more than changing a few colors and copy; it’s about breaking through at the shelf and better telling our incredible taste and health stories. We want to disrupt the category with our unbelievably delicious chips and puffs.
“The new packaging reinforces our belief that healthy snacks don’t have to be boring,” he adds.
“Too often, snack brands in the natural set come across as serious and raise questions around taste. In conventional snacking, it’s always a party, but junk food abounds. Ka-Pop! Snacks has challenged both categories through junkless products with all the taste and joy of snacking,” explains Andy Yates, principal of Stone Strategy and Design, the design agency behind the new packaging. “We wanted to create a design system that celebrated their competitive advantage to truly be the best of both worlds. This design invites consumers to ‘Indulge Fearlessly’ through bright colors, explosive flavor and a clear promise.”
The new branding emphasizes several key attributes, as the products are vegan, dairy-free, gluten-free, allergen-free – but not taste-free. The snacks have been developed for kids and their grandparents alike. The brand has also focused on the product’s sustainable features. According to Finkel, almost 80% of the world’s grain production and consumption is comprised of corn, rice and wheat, which can be damaging to soil and the gut biome. Ancient grains are not only packed with nutrition, but the plant also actually replenishes nutrients in the soil. For example, 91% of the land Sorghum is grown on uses zero irrigation.
Following Ka-Pop!’s appearance on ABC’s hit television show Shark Tank earlier this year, and the launch of its puffs platform, the brand has seen exponential expansion across all channels. To ensure success in new conventional retail locations, the brand has invested in packaging design to drive continued velocity acceleration despite the pandemic’s impact on how consumers are shopping in-store. The new packaging can be seen on shelves in select Kroger and Wegmans stores, and it has begun to ship on Amazon and kapopsnacks.com.