Bernadette Kooijman, founder and owner of start-up Switchback Foods: ‘I want people to eat healthier with good and delicious food. I have developed tortillas containing 45% of vegetables based on carrot and beetroot. A world first for which I was looking for and brand name and packaging. They should invite the consumer to try and find out that healthy food  can also be tasteful. In the near future No Fairytails will extend the range of products.

Rob Verhaart, creative director at Sogood: ‘We developed the brandname ‘No Fairytales’ to make clear that Bernadette Kooijman is not selling hollow talk. Her products are honest, genuine and pure without unnecessary additives. To bring this idea across we developed a packaging where the product is still the hero. We gave the texts on the facing a little adventurous twist intertwining them with natural ornaments. The frosted look strengthens the fresh and natural character of the products.’