Honestly, I don’t really understand why someone thinks it is difficult to ask kids to eat jam. Because for my child, jam is one of the most popular thing on the breakfast table. But kids are different and so maybe for some kids, we need to make them feel it is fun to eat jam.

Under such background, the backbonebranding designed a jam package (Coloreat) which transforms the usual jam eating process into a fun and interactive activity. They structured the packaging concept based on a painter’s palette. Easy to hold, with five small jars, the size of each being the recommended sugar portion of a child’s daily intake of jam. These flavorful jams (strawberry, fig, pumpkin, peach and feijoa) act as the colorful paint that allow the imagination of the little artists run wild on a piece of canvas made out of toast and a spoon acting as a paintbrush.

According to the company, with this packaging, “eating jam becomes an interactive activity, a creative art task and an exciting daily ritual”. Do you like such idea? As a mummy and who is in charge of grocery shopping, I would say I wouldn’t spend money on such thing. It makes me feel I am spending money on packaging instead of food itself. And considering the portion size, it makes me wonder how much extra waste we created to produce packaging like that.

Image credit: backbonebranding

Image credit: backbonebranding

Image credit: backbonebranding

Image credit: backbonebranding

Image credit: backbonebranding

Image credit: backbonebranding

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