3X FOOD STAPLES WHETTING GEN Z’S APPETITE
It’s no small secret that Gen Z consumers mean big business. Hit their sweet spot and sales can skyrocket – even in the most unexpected categories.
Recently, we’ve seen food brands upping their game in the hopes of getting a slice of the pie. Clocking the surging TikTok trend of the kitchen #shelfie, they’ve been busy remaking popular cupboard staples to whet the appetite of these coveted consumers.
Here’s three brands re-imagining ‘boring’ cupboard items to get a seat at Gen Z’s table:
1. GOOD GIRLS LOVE PICKLES
In a nod to the ‘girl dinner’ craze that saw TikTokers revealing the weird and wonderful concoctions they dare to dine on, Good Girl Snacks stands out on shelf with a name they know will capture Gen Z’s attention.
Tapping into the hot girl mentality, the success of their ‘Hot Girl Pickles’ design lies in its contrasts. On pack, playful doodles are paired with a clean, structured font; while bold, vibrant backgrounds meet details etched in muted yellows and soft reds. An interplay that makes for immediate standout in the snack aisle.
Image: Good Girl Snacks
What might appear to most as fun yet simple, this branding clearly shows Good Girl Snacks’ understanding of its target consumer. Their packaging beautifully toes the line between both carefree and curated, and nostalgic and modern – a notion that keeps Gen Z coming back for seconds.
2. DINNER DRUG OILS UP
Drizzle it, dunk it, dip it. However you love your oil, Dinner Drug wants to help you find your fix. The pack claims: "This is not a real drug." But pair their product with a breadbasket and you might argue otherwise.
Channeling a classic 80's aesthetic with a cursive, bubbly font, the name ‘Dinner Drug’ might not immediately take you to oil, but it does catch your eye – especially when paired with the retro colour palette of deep forest green and warm orange.
Image: Dinner Drug
A more classic serif spells out the product’s function, while lines like ‘Illegally tasty’, ‘Dine like there’s no tomorrow.’ or ‘An olive oil worth trading your soul for’ hammer home the message that once you try their supply, you’ll be hooked.
Dinner Drug proves going after Gen Z doesn’t always need to mean colourful, crazy graphics. As the adage goes, sometimes less can be more, and clearly that’s still true for the next generation of oil lovers.
3. PLENTY OF TINNED FISH
According to market research company Euromonitor International, last year saw tinned fish sales rise to $2.7 billion, with younger consumers spearheading the boom. According to their report, "The #tinnedfish hashtag on TikTok now has more than 91 million views."
Making waves in a pretty crowded pond, Jose Gourmet stands out with a simple and modern approach, combining a neutral colour pallet with playful illustrations. Carefully created to make you pay attention, designs are individually tailored to each pack – ranging from abstract shapes to sardines donning top hats.
Image: Jose Gourmet (left), Siesta Co. (right)
Spanish-inspired Siesta Co. takes a slightly different route, keeping its packs feeling traditional with a vintage style typeface and simple etchings. A pastel colour scheme subtly adds a modern edge to a classic look – for a freshness that’s sure to make mouths water.
Despite being at different points of the visual spectrum, the common theme between these brands is that they have kept it simple with a single thought – make pantry staples look delicious. Above all, we know Gen Z values authenticity and, as these snacks show, those who stay true to their roots are serving up success.
Words by Caitlin Coyle, Junior Copywriter.
SEEN is our monthly-ish 3x3 newsletter about brands, trends and creativity. Subscribe by getting in touch here: hello@lovecreative.com.