Kraft Freshmade Creations

Functionality and convenience are the watchwords behind Kraft’s Freshmade Creations – a line of refrigerated meal kits offering fresh ingredients that can be combined into a homemade recipe in just twenty minutes.

Unlike other packaged meal kits, Kraft intended Freshmade Creations to be sold in the meat department. This created a challenge for Dean Lindsay to design a package that would be eye-catching in the refrigerated case and easy to use in the kitchen. Dean came up with a unique wedge-shaped carton with an easy-open front panel. Inside, ingredients are packed separately, yet accessibly. The package’s beveled edge is designed to stand up on the shelf in a custom merchandiser that presents the face panels like a mini-billboard.

Consumers pick up the Freshmade Creations, and choose the specified meat ingredients right then and there. Back home, the package’s segmented interior makes it easy for consumers to follow the preparation sequence. This ease of use even extends backward to the production process, where the simple, functional shape is easy to handle on the factory filling line. How convenient!