PepsiCo re-invented the lunchbox, borrowing from other iconic 21st century brands, the box is full of 100% natural lunchtime snacks. The concept ‘naturally playful’ was worked out with product designers, nutritionists, learning experts, the School Foods Trust and PepsiCo’s marketing and R&D teams. The brand is represented by a series of Dudes that convey the spirit of fun and good energy. UK supermarket J Sainsbury signed on as the exclusive launch partner. A recent ugly rebranding by Bloom should appeal more to the mums…really? Design Wolff Olins