Period

Kraft Heinz approached Designit to create new food brands that have potential for mass market success, and to establish a repeatable innovation process to launch new products to market.



To identify where the gap in the market existed for Kraft Heinz to innovate, we undertook robust analysis of existing and emerging trends and counter trends. Using cultural observations, academic research, quantitative data and social media analysis, we generated an initial 60 ideas based on the opportunities identified.



These ideas were tested amongst a quantitative panel, which narrowed the list down to ten that were tested again. Period was identified as one of the propositions that indicated the greatest likelihood for success.



With menstruation remaining a broadly under-researched subsect of women’s health, this was an important innovative gap and an opportunity to address issues around menstrual stigmatisation. The recipe blends cocoa, black pepper, turmeric and reishi mushrooms into a fine powder. The ingredients list is naturally high in iron, magnesium and potassium to help with fatigue reduction and healthy muscular function. It can be used as the basis of a hot drink or as an added spice for baking.



Period was designed to relax and soothe women during menstruation, while also contributing to the global conversation on women’s rights and encouraging an open conversation about menstrual cycles. Even its name, Period, was chosen to help normalise the use of the word.



The branding reflects the essence of the product, with colours that represent both warmth and energy. Autumn brown denotes empathy, as well as the main ingredient, cocoa. The bright pistachio and purple offer extra bursts of energy. The logo, the product name presented in the form of a crescent, references the cycles of nature and the moon. All of which come together to denote the journey travelled, the highs and lows of menstruation.



After the testing phase, Period was launched as a co-venture model between Designit and Kraft Heinz, as the latest product in a line of functional food innovations. The product was commercialised online and in small shops across the UK.