Disruptive Snack Packaging

Good Food Partners is an Arnott's owned food manufacturer producing products for both national and private label brands.

– Strategy
– Naming
– Identity
– Packaging
– Digital Design


In 2018 Good Food Partners – then Diver Foods – began development of their own brand; Sam’s Pantry, to be made exclusively available through Woolworths nationally.

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 Good Food Partners’ and their commercial objectives.


Fluid developed a design strategy, positioning, tone of voice and distinctive brand assets that aligned with Good Food Partners' 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.

Sam’s Pantry was rated best in Canstar Blue’s snack bar ratings, scoring five-star reviews for taste, texture & consistency, variety, packaging convenience, and overall satisfaction.

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