Little Urban Food Company

Designed by DRAGON ROUGE, United Kingdom.

Feisty food with an urban flourish

Busy people who appreciate good food and have little time to cook from scratch are often on the look out for exciting quick-to-heat meals that tempt their tastebuds and provide all the quality and enjoyment of a home-cooked meal.

So Kerry Foods approached Dragon to create a brand name, story and packaging for their new range to be sold exclusively in Waitrose. The branding would be designed to entice discerning foodies, presenting them with a collection of delicious recipes with an abundance of fresh quality ingredients crafted by Kerry’s chefs using a fusion of international cuisines.

So Dragon created the Little Urban Food Company brand. The brand’s quirky, light-hearted style and bold, colourful graphics portray the little chef cycling the world confidently searching for the best recipes, herbs, spices and fresh ingredients and loading them into his little trailer. He then conjures up mouthwatering recipe ideas attributed to his little food company. Each recipe dish is freshly packed into a durable resealable pack that’s ready to microwave, with the bonus of being reusable for other storage afterward too.

Marie-Therese Cassidy, Creative Director at Dragon says: ‘The opportunity to create a colourful new brand for food lovers like ourselves who don’t always have time to cook is really exciting – and we’re pleased that the feisty chef we’ve created, with his range of Little Urban Food Co recipes, is now making a bold appearance on Waitrose shelves’

In a range of 5 recipes – Saffron Chicken, Tandoori Chicken Masala, Chicken & Chorizo Paella, Firecracker Chicken and Five Mushroom Pappardelle – each Little Urban Food Co dish sings out with colour, freshness and natural flavours to create vibrant meals for pacy lifestyles.

Little Urban Food Company dishes are available in Waitrose stores nationwide.