Tiger's Milk Packaging Redesign

McCormick & Co. on 01/31/2021

Tiger’s Milk is America’s Original Nutrition bar, launched in 1960 by Weider Nutrition, then acquired by Schiff/Reckitt Benckiser and now McCormick. However, the bar category has changed dramatically over time and Tiger’s Milk has not kept up. What has kept Tiger’s Milk on shelves all these years is the great tasting flavors that we know consumers like and buy because they consider it a good balance of nutritional value and taste and consume it on the go, as a snack or for breakfast vs the competition that don’t taste great, are fake/artificial tasting and come in the same boring flavors. The McCormick design team, set out to modernize the packaging with these key insights in mind and chose a flavor first approach, packed with high energy graphics that hold true to the iconic name and claim for “great taste” as America’s Original Craveable Nutrition bar.