Disney Breakfast PizzOmelette
Double Cheese (1 PizzOmelette: 140 calories, 7g fat, 490mg sodium, 6g carbs, 0g fiber, 3g sugars, 13g protein) is made for and marketed toward kids. It is a simple concept that takes an egg white pizza-shaped crust, smothers it with tomato sauce, lowfat soy cheese, and voila – a breakfast pizza that cooks in your microwave in under 2 minutes.
MEEK SPEAKS: Okay, this is a great idea in my opinion. I love that it’s rather healthy for kids to consume as the sugars are low, the calories are only 140, fat is low and protein is high…yeah, it’s got a lot of sodium, but you can hardly escape sodium in packaged foods anymore. The packaging is the PROBLEM on this one. It’s absolutely terrible. The first (and golden) rule of food packaging is “appetite appeal”. The photo on this package looks heinous—a glob of vomit that appears to rest on a tortilla AND served on top of….what is that orange orb underneath the omelette – a plate?…a pancake?…who knows? The licensing agreement to use Lilo & Stitch is attractive for kids, but to me it seems odd that the characters have been placed on the beach and the sky doesn’t resemble morning at all. The mother who looks through the frosted glass at the local grocery store and sees a picture of that product and the word “Pizz” is not going to quickly determine this is a breakfast item. I recommend hiring a new design agency to improve appetite appeal, create a more ‘breakfast/morning’ tone and fix the color palette. That blue-to-orange side panel is f-u-g-l-y. Also, my understanding of Disney licensing is that characters cannot look directly at or endorse the product on the package and to me, it looks like Stitch (that’s the monster right?) is starring at the…pile of omelette. Finally, since this product has such healthy properties I don’t understand why they haven’t played that up with a message somewhere.
3 Comments
March 24, 2007 at 10:01 pm
No comments so far… Good description on the packaging and its shortcomings. Actually, good description of the entire product and hopefully where it has failed and excelled will become issues that are addressed by the manufacturers in the very near future.
September 27, 2007 at 10:52 am
1st off- the gradient on the side of the package is standard op for all Disney consumer products food products, per their new food guidelines imposed last yer. Being in this business (and giving design direction for licensed brands- Disney specifically) I know for certain fact that _most_ products have to adhere to this style. They have made very design exceptions (other than the Kroger deal and a few other companies willing to take a bite at their ROI in order to fight it out).
Anyway, other than that, your views are right on. They didn’t utilize the branding in an effective way (first thing that comes to mind isn’t midday beach for sure) and the photo is horrendous. It looks like a presentation mockup that was going to be refreshed before production – but never was.
September 27, 2007 at 3:47 pm
thanks for replies.
i also have struggled on this one to accept the name “pizz…” the “pizz” just confuses me. firstly, you don’t eat pizza for breakfast until you get to college and second the whole double-entendre of “pizz” is just too easy to make fun of.
in the end though, i think i’m a bit bothered by the fact that we seem to need to convince our kids to eat healthy meals by dressing everything up as a pizza or something as opposed to just giving the kid an omlette and expecting that to be enough.