• Noshu - Derringer


"We have developed the first truly sugar free cake mix for home bakers that still want to create a decadent cake for everyday celebrations or kids parties but without the nasties. No frakenfood ingredient listings or chemical cocktails here!" RACHEL BAJADA / FOUNDER & CEO


Sugar Free Cake Mixes

Noshu Foods have again revolutionised the snack foods industry by developing the world's first 99% sugar free cake mix for home bakers.

Derringer was briefed to develop packaging that expands on their existing brand DNA, has clear and differentiating market presence and a broader appeal over a National consumer retail market.

Key competitor analysis allowed us to develop a clear point of difference with how we positioned the brand and product in the category. Hero photography was created to portray a decadent and luxurious product while still remaining achievable for the target audience. Again, bold type and block brand colour helped to position and affirm Noshu as a challenger in a category that is predominantly blues, greens and whites.

We then developed a micro-site dedicated to building a Noshu Cakelovers community after launching the product in Woolworths Nationally.

More amazing Noshu products are in the pipeline and we are excited to see a brand with such integrity reach more consumers that are looking for healthier sugar free alternatives. Food photography by Jeremy Simons and Steve Brown. Portriats by Georges Antoni.


    • Noshu Foods

    • Packaging
    • Point of sale
    • Web & digital
    • Launch campaign collateral
    • Art direction

Noshu PackagingNoshu PackagingNoshu Cake MixNoshu Packaging Noshu Packaging


Noshu - Derringer