Naughty but Rice

Positioning, Branding, Packaging & Website


Our client Jo, said,

“Rice pudding with a contemporary twist is our big idea, and we like your challenger ethos. Can you create our brand and packaging?”

Rice pudding is back bolder than ever in the form of Naughty But Rice, a traditional rice pud made with indulgent foodie flavours. We came up with the strapline, ‘Rice pudding. But not as you know it’.

Next up were bold, striking colours and vivid illustrations for the small pudding pots, to represent the delicious flavours. Fresh white was chosen for the outer packaging to evoke dairy cues. Together, the dual approach creates an artful clash of dairy goodness with vibrant, contemporary flavour. Worlds away from the tired, whimsical category cues of old.

We are delighted with Robot Food’s contribution to the project, the packaging is very different to anything already on shelf.


“Naughty But Rice is now our most successful new brand launch to date with listings in Asda, Morrisons, Sainsbury’s and Booths.”



Jeremy Hudson – CEO, The Hain Daniels Group

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