Bringing The Chia Co. brand to life within the letter of the law
When it comes to food labelling, the UK can be tough compared to other countries. So when The Chia Seed Company planned to bring their brand over from Australia, they needed sound legal advice that ticked all the regulatory boxes, but didn’t lose the essence of their brand personality.
The Chia Company were a relatively small brand introducing a new food product to the UK after an initial launch in Australia. The range had been taken up by John Lewis, so the pressure was on to retain the brand personality of the product on sale in Australia, while ensuring all claims were compliant to protect the brand’s – and their major retail partner’s – reputation.
Australian health claims are a lot more expressive than the EU allows – from increasing energy levels to controlling diabetes - so we worked with the brand to retain the impact while complying with EU legislation.
10 Product lines landed on time