NicoNico Yasai, an organic vegetables brand based in Vietnam, wanted to change this perception by introducing an innovative but low-tech solution. We introduced the Cooking Freshness Guide. We simply color coded freshness or greenness to a method of cooking that is best for that particular color state of the vegetable.

Customers were surprised to learn that vegetables can still be consumed even when the color is no longer as fresh or green from the day they bought them. The Cooking Freshness Guide gave NicoNico Yasai an opportunity to engage with customers that a normal packaging cannot. As the Cooking Freshness Guide has just been launched, changes in sales figures have yet been tabulated.