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Robot Food has revolutionised the tinned food category with Prepped, a groundbreaking concept born from their Project Disrupt initiative. Prepped designed to revitalise canned fruits and vegetables, transforming them from a mere “emergency backup” into a celebrated and essential part of everyday meals. By challenging outdated perceptions, Prepped elevates the canned food experience.
According to its statement on Packaging of the World, ‘Canned goods are practical, affordable, and sustainable, yet they’re still seen as a compromise. Robot Food set out to disrupt this narrative, showing how clever, creative thinking can unlock the potential of an overlooked category. With Prepped, canned food is redefined as a versatile, first-choice option that fits seamlessly into modern life.’
Why Canned Food? Why Now?
Tinned food, often seen as “survival food,” is gaining popularity due to rising costs and growing concerns about sustainability. Prepped embraces this shift, combining eye-catching design with satirical messaging. This approach aims to reposition canned produce as a delicious and convenient choice for everyday meals, not just for emergencies.
Simon Forster, founder of Robot Food, emphasised that true disruption lies in clarity, not noise. He described Prepped as a reimagining of canned food, shifting its perception from an emergency staple to an exciting, fresh, and modern choice.
“Prepped turns the drama of ‘break glass in case of emergency’ into something exciting, fresh, and modern,” Forster explained. The brand identity reflects this transformation, blending sleek, modern design with a practical edge to redefine the role of canned food in everyday life.
Minimalist icons and bold, satirical language create a polished yet approachable look, positioning Prepped as a confident solution for any meal. Prepped transforms canned goods into an everyday treat by emphasising both quality and versatility. Vibrant visuals and clear messaging showcase their appeal, reimagining them as exciting, modern pantry staples.
Prepped: A New Era for Tinned Food
Prepped showcases the full potential of tinned food across all touchpoints, from packaging and digital presence to brand voice. By addressing concerns about affordability, sustainability, and the needs of modern lifestyles, Prepped demonstrates how tinned food can become a preferred choice for today’s discerning consumers.
Lizzie de Jong, senior copywriter at Robot Food, adds, “This notoriously drab category needed some drama. With the name ‘Prepped’, we could communicate the convenience of the product and have fun with the everyday ‘emergencies’ the brand can save us from. Whether it’s an empty fridge or a nuclear-level tantrum, Preppers are ready for anything, just like the food itself.”
Robot Food challenges what creativity can do, and what brands can be
Robot Food is a global brand-first creative team with a studio in the UK. It partners with ambitious brands of all sizes and sectors with a seamless approach, from the core creative idea to execution across every touchpoint. It cuts through the noise and finds a brand’s point of difference with creativity that speaks for itself. Visit robot-food.com for more information.
