Daniel Humm's Riff Meal Kits Launch with CENTER-Designed Packaging
On September 15, 2023, chef Daniel Humm, renowned for his three Michelin stars at Eleven Madison Park, and Mark Ramadan, co-founder of Sir Kensington's, introduced Riff, a new range of shelf-stable meal kits. The collection includes five options featuring pasta or noodles, seasoning blends, and crunchy toppings, allowing for one-pot meals ready in just twenty minutes. Designed by CENTER, a Brooklyn studio led by Alex Center, the brand emphasizes customization, with packaging that highlights fresh produce and flavor notes. The vibrant logo includes a playful wordmark, and a cartoon skillet named Dan the Pan offers cooking advice. Humm appears in videos accessed via QR codes, while the packaging refrains from health claims. Riff aims to rival brands such as Hamburger Helper and Rice-A-Roni.
Key facts
- Riff launched on September 15 as a partnership between Daniel Humm and Mark Ramadan.
- Daniel Humm earned three Michelin stars at Eleven Madison Park over two decades.
- Mark Ramadan co-founded Sir Kensington's.
- There are five shelf-stable meal kits, each with pasta or noodles, a seasoning mix, and a crunchy topping.
- The kits are designed for one-pot preparation in twenty minutes.
- CENTER, Alex Center's Brooklyn studio, designed the packaging.
- The color palette includes twelve colors with names like Radicchio Pink, Boiling Blue, and Orange Orange.
- Investor Elly Truesdell described the logo as 'Ritz crackers meets Finish detergent.'
Entities
Artists
- Daniel Humm
- Mark Ramadan
- Alex Center
- Elly Truesdell
Institutions
- Eleven Madison Park
- Sir Kensington's
- CENTER
- Target
- Riff
- Hamburger Helper
- Rice-A-Roni
- PRINT Magazine
Locations
- Brooklyn
- United States