Robot Food Reinvents Canned Food with “Prepped”

December 2024

Robot Food has reimagined the tinned food category with Prepped, a bold concept born from their Project Disrupt initiative. Designed to breathe new life into tinned fruits and vegetables, Prepped challenges outdated perceptions and elevates canned food from “emergency backup” to a celebrated everyday essential.

Canned goods are practical, affordable, and sustainable, yet they’re still seen as a compromise. Robot Food set out to disrupt this narrative, showing how clever, creative thinking can unlock the potential of an overlooked category. With Prepped, canned food is redefined as a versatile, first-choice option that fits seamlessly into modern life.

Why Canned Food? Why Now?

Tinned goods, long dismissed as “survival food,” are more relevant than ever as rising costs and sustainability concerns reshape eating habits. Prepped embraces this moment, pairing bold design with satirical messaging to reposition canned produce as food for all moments, not just emergencies.

“Disruption isn’t about shouting louder—it’s about clarity,” says Simon Forster, Robot Food founder. “Prepped turns the drama of ‘break glass in case of emergency’ into something exciting, fresh, and modern.” The identity for Prepped reimagines canned food through the lens of preparedness, blending modern design with a practical edge.

Minimalist icons and bold, satirical language create a polished yet approachable look, positioning Prepped as a confident solution for any meal. By emphasizing both quality and versatility, Prepped transforms canned goods into an everyday indulgence. Vibrant visuals and clear messaging highlight their appeal, redefining them as exciting, modern staples rather than fusty and forgotten.

Reimagining What’s Possible

From packaging and digital touchpoints to tone of voice, Prepped was developed to show the potential of this category. By addressing affordability, sustainability, and lifestyle needs, the concept demonstrates how tinned food can become a go-to choice for modern consumers.

Lizzie de Jong, senior copywriter at Robot Food adds; “ This notoriously drab category needed some drama. With the name ‘Prepped’ we could communicate the convenience of the product and have fun with the everyday ‘emergencies’ the brand can save us from. Whether it’s an empty fridge or a nuclear level tantrum, Preppers are ready for anything, just like the food itself.”

About Robot Food:

Robot Food are a global brand-first creative team with a studio in the UK. They partner ambitious brands of all sizes and sectors with a seamless approach, from the core creative idea to execution across every touchpoint. They cut through the noise and find a brand’s point of difference with creative that speaks for itself.

Visit: https://www.robot-food.com/ for more information.