Snact, a fruit snacks manufacturer on a mission to reduce food waste in the U.K., has unveiled a distinctive new brand identity, with design by B&B studio (bandb-studio.co.uk).

Every day, 4.4 million apples and 1.4 million bananas are thrown away in the U.K. often for being an unusual or ‘ugly’ shape. Snact rescues as much of this fruit as possible and transforms it into tasty and nutritious fruit jerky and banana bars.

This proactive environmental mission is the foundation of the Snact brand but was previously lost in a low-impact identity that lacked punch and personality. B&B studio worked closely with Snact to turn up the volume on their activist messaging, injecting a playful tone that catches the consumers’ eye and draws attention to Snact’s mission against food waste in a delicious way.

Harnessing the power of social media to drive a change in how fruit is used or discarded in the UK, Snact has generated a disruptive campaign under the hashtag #deliciousprotest which acted as an inspiration point for B&B studio. Snact is not a passive brand; it is a strong and powerful force that is challenging established food retailers and drawing attention to food waste.

B&B studio created a rip that sits in the centre of the brand identity and splits the name into its two constituent parts—'SN’ for snack, and the call to ‘ACT’. Visually this represents the rebellious brand purpose, combining the two driving forces of Snact: delicious fruit snacks depicted with bold, vibrant fruits; and the protest element shown through witty, creative slogans.

Shaun Bowen, Creative Partner at B&B studio, says: “Snact is a brand on a mission; they are hungry for change and this social purpose should come through in everything that they do. For us, it was important that the vibrancy and enthusiasm within the company was visible at every touchpoint of the brand, so we both visualised and verbalised their playful, progressive tone, helping raise awareness for this worthy cause.”

Ilana Taub, one of Snact’s founders, adds: “Working with B&B studio has been a real meeting of minds. From the outset, they understood the power and potential of our campaign against food waste and bland fruit snacks, and captured the energy of our team in the dynamic and colourful branding that embodies our underlying message of ‘more taste, less waste.”

B&B studio’s strategic repositioning of the Snact brand is expressed across all touchpoints, from website design and social media graphics to vibrant packaging for jerky and banana bars, whose vivid colours reflect the bold personalities of the Snact team and the tastiness of the product.

Every pack is created using fully home compostable packaging—the first of its kind in the U.K.—meaning it can biologically decompose at home and become usable fertiliser, similar to banana or orange peel, supporting the brand’s purpose to promote sustainability and reduce waste. 

Snact fruit jerky is available online and from selected retailers, including Amazon, Ocado, Planet Organic and Selfridges. Banana Bars are available to pre-order from the Snact website.