Organic dairy brand Rachels has unveiled its first packaging redesign in five years across the full range, including its big and small pots, Divine Rice and Divine Desserts.

Keeping the signature black and white colour pallet associated with the company, the new simplified packaging, designed by branding agency Parker Williams, showcases the brands food credentials using eye catching photography and coloured roundels, yet continuing to reinforce its organic status.

With 96% of UK households buying in to the dairy market, brand recognition and standing out from the competition has become increasingly important to brands. The new design places an emphasis on consumer demand for a focus on taste, highlighting the highest quantity of fruit in the yogurt, its creamy texture as well as ensuring the fat content is clearly visible – an element which has become more and more important to consumers.

Rachels hopes to appeal to a more food conscious audience and set itself apart from the competition with the new packaging.