Bakker Barendrecht is a fruit and vegetable supplier to Albert Heijn. Food by Design has facilitated an intensive innovation process in order to develop an improvedconcept of the fresh, meal package at the fruit and vegetable department. To this end, we have thoroughly analyzed what is involved for a consumer in meal planning, shopping and cooking. These insights have been translated into new meals, a crate-shaped cardboard box and guidelines for an improved graphic packaging design. Now, cooking with lots of fresh vegetables is do-able for everyone! This concept has been the most impactful innovation within the last five years.