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Opinion by Richard Baird & Seth Rowden
Naughty But Rice is a rice pudding range created by The Hain Daniels Group in response to an increase in the dessert’s popularity in the United Kingdom. Unlike the product’s of established and mainstream brands, Naughty But Rice, as the name suggests, offers consumers a modern and indulgent twist on the traditional favourite, with flavours that include Coconut & Raspberry, Salted Caramel and Chocolate Orange.
The range features a brand identity and package design, developed by Leeds based graphic design studio Robot Food, that leaves behind what the studio describe as tired category conventions, and instead, embraces the striking and high-contrast, in structure, type, colour, space and illustration. Since its launch, Naughty But Nice has secured shelf space in supermarkets such as Asda, Morrisons, Sainsbury’s and Booths.
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