Freedom Confectionery puts inclusion at heart of new branding
Allergen-free, vegan mallow specialist, Freedom Confectionery, is set to launch new packaging and website branding. In its new design, the Free-From confectionery brand has placed a large emphasis on inclusion and has created the new branding to be as colourful and inviting as possible.
At the heart of the design is Mallow Land, a fictional world, imagined by Freedom Confectionery, where everything you see, touch and smell can be eaten. A world full of mouth-watering marshmallows, which can be enjoyed by everyone, no matter your age, allergies or religion.
As the only brand in the world to produce marshmallows that are free from 14 different allergens, Freedom Confectionery aims to make its customers feel included, not ‘different’ because of their diet. A large percentage of Freedom’s customers are parents, particularly parents who have children living with metabolic disorders, such as Phenylketonuria (PKU), who are required to follow a strict diet, or children who have food allergies. These children frequently feel isolated from their friends because of the diets they have to follow and the food they eat is often packaged in dull, uninspiring packaging.
Through the introduction of its lively new Mallow Land packaging, Freedom Confectionery is injecting some freedom and fun into Free-From food to inspire a feeling of excitement for children around the food they eat.
Elvin Willgrass, sales director at Freedom Confectionery said: “We want our customers to pick up a bag of our marshmallows and think ‘wow! I want to try these.’ The branding on a lot of the Free-From food available to buy in the supermarket is bland, it doesn’t stand out, and it doesn’t get children excited about food. We want the design of our packaging to appeal to everyone, young or old, whether you have food allergies or not, anyone can eat our marshmallows, and for us, it’s about making our branding as inclusive, appealing and exciting as possible. That’s what Mallow Land is all about!”
Freedom Confectionery’s new packaging will also include a prominent 14 free allergy logo stamp placed on the front of the packaging so customers can immediately identify that the products are 100% allergy-free and safe to eat. The brand’s playful mascot, Cedric, will also remain a notable character on the packaging and will make an appearance on the new website, enjoying all the gooey goodness of Mallow Land.
Freedom Confectionery’s new website will launch at the beginning of May. The new packaging will then be rolled out for Freedom Confectionery’s mini pink and white gelatine free marshmallows and its Vegantic plant-based marshmallows later this year through its national distributors, Bravura Foods.
For more information on Freedom Confectionery, visit: www.freedommallows.com.
