Loro Crisps: Redesigning Packaging to Support Retail Growth

Loro Crisps is a fast-growing snack brand based in Sheffield who offer authentic Colombian plantain crisps to the UK market. Positioned as a healthier alternative to traditional potato crisps, the products contain 30% less fat and are gluten-free, vegan and high in fibre. Sustainability is also central to the business, with the company using RSPO-certified sustainable palm oil, making use of surplus fruit and seeking environmentally responsible packaging solutions wherever possible.

Following a successful listing with Co-op through its Apiary incubator programme, Loro Crisps was preparing for further retail expansion and needed packaging that reflected the quality and distinctiveness of its products.

The challenge

As the business grew, it faced several packaging challenges. The existing design needed stronger shelf presence and clearer communication of the product’s key benefits to consumers. At the same time, a competing yuca chip product stocked in another supermarket had adopted a design that closely resembled the Loro Crisps packaging, making differentiation increasingly important. The company was also planning to move from its existing 35g bags to a larger 85g format and required a shelf-ready packaging solution to support retail display. Feedback from Co-op further highlighted opportunities to strengthen the overall pack design and improve its appeal within a competitive marketplace. 

The project

To address these challenges, Loro Crisps partnered with the Design Futures team at Sheffield Hallam University. Their packaging design specialists worked closely with the business to understand its objectives, retail ambitions and customer expectations. Through a series of meetings and discussions, the team developed a clear design brief before creating and presenting a range of initial packaging concepts.

Following detailed feedback from the Loro team, a preferred direction was selected and refined across all four product flavours. The Design Futures team then developed the concepts into fully approved designs for the new 85g range and produced final production-ready artwork, enabling manufacturing to begin and supporting a smooth rollout to market.

Impact

The project delivered a refreshed and distinctive packaging identity that better communicates the brand’s values, enhances shelf impact and responds directly to retailer feedback. The new designs have positioned Loro Crisps for continued growth, helping the business strengthen its presence in stores while creating a platform for expansion into additional retail outlets.

Natalia Welch, Co-Founder & Director of Loro Crisps described her experience of being involved with the programme:

‘The funding from the South Yorkshire Innovation Programme provided us with the opportunity to work with professionals who had the expertise and experience to help bring our product to life. The team at Design Futures took the time to understand our product and target audience and helped us achieve exactly what we wanted.  I hope more entrepreneurs like us can continue to access this support in South Yorkshire.’

To find out more about SYIP and how we could help your organisation innovate, please contact innovation@shu.ac.uk.

The South Yorkshire Innovation Programme is being delivered by Sheffield Hallam University in partnership with The University of Sheffield and Barnsley Metropolitan Borough Council, and is part-funded by South Yorkshire Mayoral Combined Authority.