Shelf review: Green & Black’s Organic Easter egg

Graphics 9/10
The box looks both distinctive and better quality than most other Easter eggs available. The warm colours (rich blue with gold lettering for the milk chocolate egg) are evocative of not only quality but freshness, spring-time and Easter. The stylised flower design is understated and sophisticated. Compared with the rather gaudy graphics of the offerings from mass-market brands, Green & Black’s eggs are classy and grown-up. You would not feel embarrassed giving this to an adult.

Function 7/10
Most Easter eggs have adopted very similar packaging solutions and Green & Black’s is no different. The outer box offers plenty of space for graphics and a window to display contents. It is easy to open and protects the egg. There is plenty of room inside for the egg and the six mini eggs. The eggs are wrapped in the same colour as the outer, with six mini eggs at the front of the egg giving it even greater shelf impact.

One improvement that could be made is the size and colour of the font of the wording on the boxes. The description of how the chocolate is made is simple and easy to read, but the small dark writing is not eye-catching.

On-shelf 9/10
Supermarkets are the key competitive battleground for Easter eggs. The shopper is faced by a wall of popular brand boxed eggs, almost all of them simply including a basic chocolate egg with the respective countline bar. The outers are strongly and garishly branded. Green & Black’s offers a distinct alternative and a quality product more likely to appeal to adults. The cleaner and simpler looking pack stands out as a result and draws the eye.

Overall 9/10
Green & Black’s Easter eggs are a quality product beautifully presented. It’s difficult to imagine anyone not being pleased to receive one.

Monica Lucas of Pragma takes a look at the packaging of a well-known brand in the retail environment from the consumer’s point of view. Pragma specialises in providing strategies for success in the retail, branding and leisure markets. www.pragmauk.com

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