Thins is the market leader in flat cut chips, known for being thin, light and crispy. Thins brand equity and expertise were used to develop a popped chip offering, using a new healthier, method of air popped chips. It was important to communicate a healthier product than regular chips, that is just as flavoursome, light, crispy and of a high quality. The Popped brand was carefully designed to communicate the right balance of modernity, fun and quality. A bold pack architecture centred around a large offset white circle creating strong brand ranging. This is surrounded by vibrant variant colour for easy navigation. Falling chip photography conveys a light, crisp chip and real, quality flavour cues are communicated through ingredient photography.

UPDATED The Popped range was featured in Retail World, July 19, 2013