By Jill Park

Sir Paul McCartney has collaborated with daughter Mary and design agency Irving on the packaging for the new Linda McCartney range of vegetarian ready meals.

 

The former Beatle was responsible for the ‘food to come home to' concept for his late wife’s food brand.

 

The couple's daughter Mary McCartney, a photographer, provided the images for the range, while London-based design agency Irving worked with the family to develop the overall packaging design

 

Irving director Julian Roberts said the redesign would help the brand stand out in the freezer cabinet.

 

The new packs also highlight the history of the brand, with photographs of Linda appearing alongside a statement from the family on the back of the pack.

 

"We did a lot of research and found that a large proportion of the vegetarian market are under 25, and wouldn't necessarily know who Linda McCartney was," explained Roberts.

 

"Linda was so passionate about demonstrating how delicious vegetarian food could be," the McCartney family said in a statement.

 

"She was a great believer that there is just as much taste and flavour in a meal that's meat free."

 

Meat-free Thai green curry, balti curry and Morrocan tagine have been added to the range and will appear in stores this week.

 

Hain Celestial Group, the owners of the Linda McCartney range, is the largest natural and organic food company in the world.

From: packagingnews.co.uk