Allergy Aware Cookies - help bring a smile to an allergic kid and piece of mind to a mother

Kelly Family Kitchen

The Kelly Family Kitchen is an Allergy-Aware and All-Natural food manufacturer.

Our mission is to make the lives of those dealing with food allergies and food intolerances a little easier and much more delicious.

Our products are made in a dedicated tree nut, peanuts, egg and dairy free facility. We are committed making safe, wholesome, all natural and delicious products.

Our signature products are a line of cookies - Chocolate Chip, Double Chocolate, and Oatmeal Raisin.

Our target is families and friends dealing with food allergies and food intolerances.

Description
Our goal is to have our packaging look like it was designed by Landor, Dragon Rouge or Pearlfisher. We are a start-up on a shoestring budget, so we are hoping to find an undiscovered design genius willing to help us create something awesome.

We have existing package that we put together ourselves. Now that we are going into larger production runs we are transitioning into a traditional 4x2x6” box (template attached). It is not the most exciting packaging, but it works. It is easy to construct, package, ship and display.

Our main consumers are people dealing with food allergies or food intolerances, but we do not want to limit our products to just these consumers. We are looking to reach our broader consumer base with our all-natural positioning. We want the main message to be all-natural and the secondary message to be allergy-aware. A third message is that our products are vegan.

Front panel requirements:
Logo - we have an existing Logo - (option to change logo if you so desire) - that needs to go on the front panel.
3 separate flavors Flavor - Chocolate Chip Cookie, Double Chocolate Chip Cookie, Oatmeal Raisin Cookie
The following messages
Allergy Aware (it’s in the logo, so this could suffice)
All Natural (it’s in the logo, so this could suffice)
Baked in a dedicated facility free of nuts, peanuts, eggs and dairy
No Artificial Preservatives
No Artificial Flavors
No Artificial Colors
No Hydrogenated Oils
No High Fructose Corn Syrup
Zero Trans Fat
Weight - Net Wt 6oz (170g)

Other requirements somewhere on the packaging:
UPC (attached)
Nutritional facts (attached - included in label art work)
Manufactured by the Kelly Kitchen Miami, FL http://www.kellyfamilykitchen.com
Best by (also needs ample space to place a 3/4”x1/2” sticker with the date)
The following message: Safe | Wholesome | All-Natural | Delicious
Final designs should be print ready and provided in layered vector format for use with Adobe Illustrator

Optional:
Current fonts we use, Baskerville, Blair ITC
Current logo
Image of cookie or cookies (attached)
Copy 1: The Kelly Family Kitchen was born from a desire to provide our severely allergic daughter with the best possible options. We did not think we needed to sacrifice taste for safety. Since the day we started, we have been committed to making safe, wholesome, all-natural and delicious products. We use only the highest-quality ingredients in our dedicated peanut, tree nut, egg, and diary free facility. We take all the available precautions, including using the latest testing methods, to ensure the highest level of safety.
Copy 2: Enjoy our cookies and take comfort in knowing that you are getting a great cookie without all the extra artificial junk and preservatives.
Nut free, peanut free, egg free, dairy free symbols (or your interpretation) - attached
check out our website for more information - http://www.kellyfamilykitchen.com

Restrictions
No text at the bottom of box, it is a self opening box so it does not lend itself to much, unless the text is within the individual flaps. A suggestion would be a solid color

BRAND IDENTITY MODEL
Positioning Statement
For families and friends dealing with food allergies and food intolerances, The Kelly Family Kitchen Is the trusted name That delivers delicious, all natural, safe and allergy aware solutions to make lives just a little easier Because only The Kelly Family Kitchen takes the necessary precautions, makes identifying concerns easy in order to be inclusive of folks with food allergies and food intolerances

Personification:
A comitted mother that will do anything for her family. She is a kind and loving mother, but can be tough when it comes to protecting her family.

Traits:
Simple
Pure
Natural
Foodie
Educator
Clear
Free of: Peanuts, Tree Nuts, Eggs, Dairy, Fish & Shell Fish

Values:
Dependable
Trustworthy
Empathetic
Considerate
Inclusive

Essence:
Making the lives of Families dealing with Food Allergies and Food Intolerances just a little easier

Summary:
The Kelly Family Kitchen offers delicious, high quality, and all natural products. The Kelly Family Kitchen is an “allergy aware” manufacturer. Products are manufactured in a dedicated facility, free of peanut, tree nuts, eggs and dairy. Inherent to the business, based on the products offered, it also be free of two other dangerous allergens, fish and shell fish.

The Kelly Family Kitchen line of products will provide consumers suffering from food allergies and food intolerances with a safe alternative. The products deliver a better tasting product, based on specific allergens and food intolerances, than what is currently available to these consumers in the market.

Introduction:
On January 12, 2011, our daughter Evelyn Virginia was diagnosed with a severe peanut and tree nut allergy. This was a life changing experience for our family. Quickly we learned the difficulties of dealing with a food allergy. Shopping at the grocery became an intimidating task. The thought of birthday parties and social gatherings struck fear in us.

Over time we learned to cope with the situation and learned how to keep our daughter Evelyn safe. Although it is not an easy. We need to read the labels of every product we buy, every time we buy it. It is not just food items that we need to check. Household items like soaps, lotions and cleaning products need to be checked, as they are sometimes produced with food allergens. Manufacturing practices change constantly, so the product that has been purchased 100 times still needs to be checked. We have experienced both of these situations in the short time since our daughter was diagnosed with a food allergy.

12 million American suffer from food allergies and another 50 million suffer from food intolerances. This is just a small part of the picture. 12 million Americans with food allergies translates to 12 million households with food allergies. There is no cure for food allergies and they are often life threatening. Avoidance of allergens is the only solution.

Thus, using the US Census’ most conservative figure of 3.17 people per household, the larger picture is that roughly 38 million Americans are affected by food allergies. 38 million people is 12.3% of the US population. To put it in context, the African American community is 12.9% of the population and the Hispanic community is 15.8% of the population.

Schools have begun to recognize the dangers of food allergies, particularly with regards to peanuts and tree nuts. They have taken steps to curtail these items from being brought to school. School administrations have developed policies on food allergies and have provided strict guidelines on what can be brought to school. This is especially true when food is going to be shared, such as a birthday celebration. Parents are provided with a list of acceptable products. With an average of 1 in 12 children having a food allergy, this issue will affect almost every classroom in the US.

Unfortunately, the prevalence of allergies is increasing exponentially. From 1997 to 2007 there was an 18% increase in food allergies in children under 18 years. Peanut allergies went from 1 in 250 children in 1997, to 1 in 70 children in 2008 – tripling in just 11 years.

There are many challenges for families with food allergies and food intolerances. The first challenge is finding food that is safe. Going to a supermarket with thousands of products and finding a product that is safe is a tough proposition. One needs to read the ingredients of every product, which tends to be dozens of ingredients. One needs to be a detective to find safe products. For example, US law does not mandate that labeling disclose cross contamination risks, so parents that have children with severe allergies have to track down customer service departments and ask questions about manufacturing. Another example, Rennet casein, Diacetyl, and Ghee are all names of milk products, one of the most common allergens. There are at least 50 names for milk products that can cause a serious allergic reaction.

What is most limiting when dealing with food allergies are sweets – cakes, cupcakes, cookies, brownies, breads, ice cream, chocolate bars, etc. They tend to include most of the top allergens. (90% of food allergy reactions are caused by 8 foods: Peanuts, Tree Nuts, Milk, Eggs, Wheat, Soy, Fish, and Shell Fish.) The threat of cross contamination is too high to tempt fate, so parents of allergic children, including ourselves, have decided to make our own treats. This is especially true when going to birthday parties. We always bring our own homemade sweets. We often bring enough for the other children as well.

This is how we came to the decision to start a nut free consumer package goods company. We want to make life just a little bit easier for families dealing with food allergies. We also want it to be easy for concerned friends and extended family members to be inclusive of folks with food allergies and food intolerances.

The following is a post from http://www.nutfreeliving.blogspot.com that illustrates what is like to deal with food allergies….
Sometimes it is the little things that break your heart, parenting a food allergic child. We had a quick trip to the grocery store today. When we walk in, we go straight through the bakery section. Both the kids know, we do not take the cookies from them, so we are over that.
Today, walking through, my little Rooney said, "I wish I could have some cake." Man, I saw the way he looked at the beautiful bakery cakes, and my heart melted for a minute. I said, "honey, you can have some cake, just not those cakes." "Oh, okay" was the answer he gave and we were on our way.
Goodness I love that little guy. He has been so adaptable, from day one, with his allergies. Any guesses what this Mommy might be making tonight?

Mission:
Make the lives of families dealing with food allergies, as well as concerned friends, a little easier and much more delicious

The Market:
There are 12 million Americans suffering from food allergies, which means 12 million households dealing with food allergies. This equates to about 38 million Americans affected by food allergies. The prevalence of food allergies is growing exponentially. There was an 18% rise in food allergies in children from 1998 to 2007. Currently, 1 in 12 children suffers from a food allergies. Schools are feeling obligated to attempt to prevent life threatening allergens from entering their facility.

Marketing Objective:
Become the trusted name in delivering delicious, all natural, and safe products to families and friends dealing with food allergies and food intolerances.