This canned mushrooms product is part of the Frescon range, a line of conserved produce from the Greek grocery giant Astor Hellas. The range features the mushrooms contained in aluminum tins that keep the product fresh and provides shoppers with a clear image of the quality of the food. The new sub-division is called "Frescon," which is the Greek word for fresh, while it is loosely derived from the phrase "freshly conserved."
The aluminum cans feature high resolution images on the label that make it appear as though the mushrooms are preserved in a transparent container. The branding concept was designed for Frescon by creative agency Malvi.
As consumers become concerned with eating single-origin food items, many are drawn to packaging that conveys freshness and quality.