The Food Doctor Wholesome Crisps

Derrick Lin


Designed by Falcon, United Kingdom

London design agency, Falcon, has designed packaging for The Food Doctor’s new range of Wholesome Crisp Thins – an exciting range of Soya and Corn Crisps available in four sophisticated flavours (Hot Wasabi, Mild Korma, Spicy Chipotle, and Sweet Chilli), along with a Natural Multigrain variety pressed from 5 different cereals.

The packs answer the challenge to clearly communicate the health benefits of the crisps (they deliver high protein and fibre, along with 50% lower levels of fat than typical crisps) without compromising taste appeal, and compete effectively on shelf against other gourmet snacks.

Falcon’s founder and creative director, Sophie Neilan, explains, “Our design uses The Food Doctor’s distinctive apple identity and colour palette, but places greater emphasis on the product format, nutritional value and variety.”

She continues, “We created the sprig device to showcase the naturalness and health benefits of the crisps. It supports the brand’s sense of vitality, distinctive as a healthier, but no less delicious alternative within the category”.

Michael da Costa, managing director of The Food Doctor, says: “We found Falcon a joy to work with on what was a sensitive project that required us to balance on a fine line between health and convenience in a very competitive FMCG category – we feel confident that they succeeded.”

The range will be available in stores and online from early November 2012.