• Transform magazine
  • May 26, 2024


British sustainable food brand ChicP reveals new, bright packaging


The brand, which produces a variety of hummus and Veggie Bites, has released its new brand identity as part of its sixth anniversary celebrations. The changes are designed to echo with ChicP’s core values of creating natural, healthy and nutritious plant-based products in a sustainable way that reduces food waste, minimises harm to the environment and benefits British farmers.


The adaptations to ChicP’s packaging are inspired by the earthy and natural colours of the English garden. This includes natural pinks for its beetroot and horseradish hummus, greens for its spinach and parsley hummus, and oranges for its carrot, ginger and turmeric hummus. The design aims to encourage British customers to think differently about the way they eat.

Rejecting the more general hummus or bites references previously used on packaging, ChicP now seeks to directly highlight the ‘hero’ plant-based ingredient. Be it carrots, beetroots or spinach, ChicP packaging now features a clear, bold cartoon image of the ingredient front and centre. Favouring locally sourced ingredients further underlines the importance of this change for ChicP.

Hannah McCollum, ChicP founder and managing director, says, “The new brand identity reflects the company’s commitment to reduce food waste whilst providing consumers with healthy and sustainable food, inspired by the quintessential flavours from the English garden.”