Rude Health reveals fresh new look for dairy-free drink range

Natural and healthy food and drink pioneers, Rude Health, revealed a fresh new look for its successful range of dairy-free drinks today. Not only does the dairy-free drink range boast a bold new look, but the chilled product portfolio is moving to an Elopak format, made with 100 per cent renewable materials and 100 per cent recyclable.

The new design, which is an evolution of the previous look and feel, aims to help current consumers navigate the fixture, as well as help recruit new customers to the category. Strong visuals and brighter, bolder graphics have been used to create greater stand out on shelf, while the iconic "lips" have been made more prominent on pack, representing both the delicious taste, as well as the Rude Health "attitude". Created in partnership with design agency Irving, the new packs will be rolling out gradually from October.

The pack re-fresh aims to better bring to life the fun, feel-good personality of the brand, whilst more clearly communicating the nutritional benefits and ingredient messaging. In answer to clear consumer demand, Illustrations have been introduced on the front of pack, to help with flavour navigation, as well as usage suggestions via icons on the back of pack.

“We’re really excited to be rolling out our fresh new look,” said Head of Marketing Sam Maguire. The pack is one of our most important touchpoints and something we’re best known for as a brand. Our customers are at the heart of everything we do, which is where this all began. We have listened to our current consumers as well as potential new shoppers and are confident that the new design evolution will help people to better navigate the sub ranges, flavours and nutritional benefits. The aim was not to reinvent Rude Health, we wanted it to remain recognisable, keeping the essence of the original design whilst making sure we’re doing the best job of recruiting new shoppers. Irving, who designed the original drinks, have done an incredible job of bringing the lips to life and helping communicate our clear commitment to delicious, high quality ‘kitchen cupboard ingredients, drinks and food. We can’t wait to see it roll out next month.”

Rude Health was founded by Nick and Camilla Barnard in 2005 around their kitchen table where they started with the Ultimate Muesli. Now nearly 18 years in, with a 60-plus product portfolio, Rude Health can be found in fridges and cupboards worldwide. Its commitment to championing sustainability through its sourcing and packaging also saw the brand achieve B Corp status in 2021.