27 Apr 2021 • Retail
Dr Oetker wants to bring pudding out of grandma’s pantry. This store shows how
Pudding bar Pudu Pudu in Los Angeles marks the start of Dr Oetker’s campaign to reframe pudding for the Gen Z and millennial markets.
Pudding – the milk, cornstarch, gelatin and sugar concoction, not to be confused with an alternative term for ‘dessert’ – feels like a relic of the 1990s. A time when processed food was praised for being convenient rather than scorned for being unhealthy. Multinational heritage brand Dr Oetker is on a mission to reframe pudding for the Gen Z and millennial markets with the launch of pudding bar Pudu Pudu in Los Angeles, known to some as the home of new food trends. Uxus was responsible for creating the brand concept, interior (which includes millennial pink, naturally) and visual merchandising as a scalable model with a universal design language that could be rolled out globally.
Hearing Uxus’s approach to Pudu Pudu feels a bit like reading a trends checklist: highlighting the making process? Check. Encouraging guests to participate? Check. Instagrammable spaces and dishes? Check and check. But there’s no doubt this bright and fresh look feels a million times removed from the dust-covered instant pudding sachets in grandma’s cupboard. The brand’s use of local organic milk, less sugar and hip superfoods should do the rest to update the image.