PackagingNews

Kerry Foods has linked up with design agency Dragon Rouge to create the packaging for a new meal range

The Little Urban Food Company brand will be sold exclusively Waitrose and Dragon created the brand name, story and packaging. According to the agency, the brand has a “quirky, light-hearted style” with a “little chef cycling the world confidently searching for the best recipes, herbs, spices and fresh ingredients and loading them into his little trailer”.

Marie-Therese Cassidy, creative director at Dragon, said: “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.”

There are five recipes in the range: Saffron Chicken; Tandoori Chicken Masala; Chicken & Chorizo Paella; Firecracker Chicken; and Five Mushroom Pappardelle