Shelf Review: Anchor Squirty Cream

Graphics 5/10
The new design is aimed at standing out on the shelf and highlighting the fun nature of the product.

The main feature on the new designs is a picture of an associated food – kiwi fruit for Light, strawberry for the Original variety and a chocolate chip cookie for Extra Thick. On top of each type of food is drawn a smiley face in cream. This is the best aspect of the new design, as the rest of the can is fairly lifeless. The white can and old-fashioned Anchor branding do little to ensure that the can stands out or bring any fun elements. The can actually looks quite similar to a cleaning product.

Similarly, the reverse of the can has little to make it fun or stand out. However, the 45% less fat message at the bottom of the can is a key product feature and stands out well.

Function 8/10
The can’s cap is easily removed and the aerosol element works easily so the functionality of the product is very good.

On-shelf 5/10
Against its rivals, such as Nestlé’s Tip Top Squirty Cream, with its slightly obvious design featuring a product shot with cream and a cartoon character, it looks more modern and will appeal to parents looking for quality and healthy ingredients.

However, in the supermarkets we visited the product did not stand out particularly well on the shelf as so many adjacent products in the fridges use similar colours in their graphics.

Overall 6/10
The product is a good one, and with the kudos of the Anchor brand and the lower fat contents, Anchor will no doubt be able to build upon their market-leading position.

However, the product is badly let down by the stark packaging design, as other than the main image the rest of the can is so plain. A bit more fun and colour would do a lot more to make this product stand out.

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