The Whistling Chef packs stand out – fresh, fun, 'natural' and inviting – in store.
MicVac is the name of the packaging in which The Whistling Chef's ready meals are presented. It works like a mini pressure cooker to preserve the quality and flavour of the food inside. Each Whistling Chef tray is designed with an advanced pasteurisation system that extends shelf life and locks in freshness – making preservatives unnecessary.
And the packs contain an in-built whistle that sounds when the dish is ready in a microwave. Sure, the advantage is that the whistle signals when the meal is perfect to eat. That whistle also gives the brand both its USP and its name.
Annie Martin provided the brand personality that goes with all that: a little bit fun, a little different, chef-fy, promoting natural...and kid-friendly. In other words, a mum's best ally. In an ever growing group of ready meals in the supermarket, these packs say, "Look at what I have."
Craig Martin explained, "Each meal was given its own colour palette and a clean, uncluttered branding space - just our trusty chef and a brief, animated description of what's inside. It was important to make clear the innovative food-prep technology present in each pack, so we created the ever-so jolly Whistling Chef to feature front and centre.
"The Whistling Chef packaging concept was developed by my daughter, Annie Martin, and was brought to life by our in-house design team."