Over the summer Live & Breathe participated in a Creative Challenge for The Grocer. The brief was for 5 agencies to develop concepts on packaging of the future, to be used by the dairy sector.

L&B were tasked with considering the current packaging constraints and areas for development within the butter and spreads sector factoring in usability, sustainability and accessibility. Their focus was on offering convenience while also avoiding food waste.

That’s why it suggested Butter Pops brand provides “perfect portions with every pop”. The product aims to tempt eco-conscious consumers by providing semi-spherical butter portions that pop out of the pack effortlessly when refrigerated.

“Butter Pops offers an eco-friendly, cost-effective solution for busy families,” Live & Breathe explains. “The easy-to-use butter portions are ideal for cooking, sauces and bakes, fitting easily into hectic routines.”

As well as hoping to make cooking easier and reduce the 490,000 tonnes of dairy wasted each year in the UK, Live & Breathe also wanted to offer an alternative to typical plastic packaging.

With plastic recycling rates at only 44%, according to the agency, its creatives suggested using sustainable pulp-based material as a base for Butter Pops packs. The packaging is both compostable and recyclable kerbside, while still waterproof and oil-resistant.

Plus, Live & Breathe has used the brand’s outer packaging to emphasise the different ways the trays can be repurposed, from an egg cup to a paint tray. A QR code on pack offers more handy reuse ideas.

“The sustainable packaging reduces waste and promotes responsible shopping, offering excellent value and helping families live by their eco-friendly values,” the agency says.

To further attract shoppers, Live & Breathe has used bright colours and playful graphics, which it believes – supported by the “fun and memorable” product name – would create high brand awareness and recall.

Originally published by  The Grocer.