Standing out in the sea of sameness

The grocery supermarket continues to undergo a functional makeover with brands transforming familiar categories, one aisle at a time. After all, a memorable brand isn’t simply defined by what it does, but instead how it looks, sounds and communicates. Strong naming conventions, distinctive packaging and ownable terminology work together to create the kind of stickiness that keeps a proposition front of mind. But just how exactly are brands executing in this space to kickstart the next-gen grocery landscape? Let’s get into it.

Fancy breakfast in a can? Well, NOON’s liquid breakfast packs 20g of protein from a tri-protein complex, alongside a 5g tri-fibre complex to support muscle growth, recovery and gut health per 237ml can. Said to “hit like a buffet – whenever, wherever and whyever”, NOON gives breakfast a welcomed aesthetic shake-up, moving away from the conventional bottle while deliberately framing the proposition towards a specific consumption occasion. Who knew breakfast could look this classy, funky and convenient?

Meanwhile She's The Sauce packs prebiotic fibre and protein into a condiment, but makes it well…sexy. Typically sauce is the finishing touch to a meal, but now it’s turning into the main event with a functional upgrade. The brand reimagines the “sauces you know and love” by boosting it with 4g of WPI and 2g of inulin fibre per 30ml serving. While the brand is by no means a newcomer, its latest Buffalo sauce set to deliver a bold buffalo health with a smooth, buttery finish is going to be impossible to ignore. And with a classic American dinner packaging aesthetic, it’s bold, and unequivocally unique.

Keeping in line with She’s The Sauce’s aesthetic…

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