Disruptive Snack Bar Packaging

Diver Foods is an Australian owned food manufacturer producing products for both national and private label brands. In 2018 Diver began development of their own brand; Sam’s Pantry, to be made exclusively available through Woolworths nationally.

– Strategy
– Naming
– Identity
– Packaging
– Digital Design


The new Sam’s Pantry brand faced an incredibly competitive and crowded category (breakfast and nutritional snacking) from which to launch a new brand and product range. Fluid needed to develop a brand that; piqued interest, gained attraction and differentiated itself from other competitors within the category. All while demonstrating the core values of Diver Foods’ and their commercial objectives.


Fluid developed a brand strategy, positioning, tone of voice and distinctive brand assets that aligned with Diver Foods authentic truth. They were a bunch of dedicated local foodies, who pick the best ingredients to create honestly-made delicious food.

Continued growth and expansion into new categories have required the development of a diverse and tiered portfolio driven by product offerings and price points.


Sam’s Pantry initially launched with a range of ten Muesli Bars which quickly grew to twelve SKUs in June 2019 along with a range of nine breakfast mueslis that launched in November 2019.

Since then, their range expanded even further to include two Oats and six Porridge Sachet variants. In September 2020, the muesli bar range was increased yet again with the addition of three indulgent Nut Butter Bar SKUs and even more additional variants added to the Muesli range. Within the short space of two years, the Sam’s Pantry brand grew to include over thirty SKUs across the breakfast and nutritional snack aisle, with more exciting offerings to come.

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