Nightfood coined the phrase “sleep-friendly” to describe snacks formulated with a focus on delivering the nutritional foundation for a better night of sleep


Nightfood sleep-friendly ice cream: Cold Brew Decaf. (Credit: GlobeNewswire.)

Nightfood, the company pioneering the category of better-for-you nighttime snacks formulated for better sleep, provided the public this first look at the brand’s new packaging:

Nightfood Cold Brew Decaf
Nightfood Full Product Line

The updated packaging features Nightfood’s familiar Cravemonsters™ in a bold new design.  All flavors share a new deep blue background for stronger shelf-presence while delivering additional nighttime cues to the consumer.

Most importantly, the front panel is now singularly focused on communicating the brand’s unique point of differentiation and key consumer benefit:  Nightfood’s “sleep-friendly” nutritional profile.

“Nightfood was created specifically by our sleep experts with ingredients for better sleep,” stated Nightfood CEO Sean Folkson.  “Today’s supermarket shopper is more rushed and distracted than ever, especially with COVID.  A brand needs to drive home one thing in the first millisecond the consumer sees that pack.  Now our key benefit, captured in the phrase ‘Sleep-Friendly’, is literally front and center on every pint of Nightfood.”

Nightfood coined the phrase “sleep-friendly” to describe snacks formulated with a focus on delivering the nutritional foundation for a better night of sleep.  Some of the sleep-friendly characteristics of Nightfood ice cream include more prebiotic fiber, casein protein, calcium, magnesium, and zinc when compared to regular ice cream, as well as less sugar, less fat, and fewer calories.  These attributes are called out in detail on the back of each pint.

The packaging updates were made based on information gathered during Nightfood’s first eighteen months on shelf in major supermarkets.  During that time, the Company has sold hundreds of thousands of pints, collected thousands of consumer reviews, and conducted in-depth interviews with heavy users and early adopters.

“The feedback on the new packaging from our category managers has been strong,” added Jenny Mitchell, Nightfood’s COO.  “And 95% of our consumer reviews are 4 and 5 stars. We believe the new packaging will help consumers further understand the benefits Nightfood delivers, resulting in meaningful increases in both consumer trial and repeat purchase.”

The Nightfood packaging update was executed by OffWhite Co., the design firm behind the iconic packaging designs of Chobani and Maple Hill Creamery.  Their work with Chobani helped drive sales from $30 million to crossing the billion-dollar mark in under 4 years, becoming the #1 yogurt brand.

“The team at OffWhite did an amazing job taking our new consumer insights and turning out a final product that can do our selling for us right from the shelf,” added Folkson.  “For anybody eating ice cream at night, which is when most pint ice cream is consumed, seeing ‘sleep-friendly’ is sure to stop that consumer in their tracks.”

Production of Nightfood pints in the new packaging is expected to begin in late January.  The updated packaging should begin appearing on shelf in both new and existing accounts no later than March.

Source: Company Press Release