Money - People already know that they could save money, yet seeing a value range in a supermarket can be off putting and people still insist on paying that little bit more for something supposedly seen as 'better' so focusing on the value for money isn't something that can change everyones opinion.
Eco friendly/sustainable - It could actually end up costing more to produce packing which is eco friendly and therefore the value range would not be able to be kept at such a low price.
Nutrition - We had a look into comparing the nutritional values of basics range to more expensive/branded foods. In some cases it actually worked out that the basics ranges were better for you (less fat/saturates/sugar), in other cases there was barely any significant difference. (see post about this here). Therefore it goes to show that basics ranges are not actually lower quality. This would make a good focus to entice people into buying it and is an element we have decided to use within the design of the packaging.
Visuals - As well as the above, obviously a main focus is the visual aspect of the packaging. Having nicer designed packaging will instantly attract customers and they will no longer be put off and presume the bad design means the contents are bad quality.
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