FDBusiness.com

Warburtons snack rebrand unveiled

 Breaking News
  • Royal Unibrew Completes Acquisition of French Lemonade Business Royal Unibrew, the Denmark-based beverages group, has completed the acquisition of Etablissements Geyer Fréres for an enterprise value of DKr660 million (€88.5 million) financed by bank debt. The acquisition of Etablissements Geyer Fréres will give Royal Unibrew increased access to the French soft drinks market and will further strengthen its export portfolio. Employing about 100 [...]...
  • Private Label Outperforms FMCG Brands in Europe Private label continues to grow across Europe and is now outperforming brands in the majority of markets measured by big data and technology expert for consumer FMCG industries, IRI in its analysis of private label performance across eight major Western economies markets (UK, France, Germany, Greece, Italy, Spain, Netherlands and the US) during 2017. Growing +4% year on [...]...
  • Meat & Poultry – Future-proof For Success The meat market remains fast-moving and competitive. As part of this processors and retailers are always looking for a point of differentiation. As well as new product development, this can mean new pack formats. Convenience remains a major driver here but this has to be matched by the ability to maintain product quality and freshness [...]...
  • Ready Meals – Not Ready For the Future New research (1) published by Eating Better, a powerful alliance of more than 50 organisations, shows that supermarkets need to shake up their ready meal ranges. They are not catering for the growing number of flexitarian customers who are cutting back on their meat eating for their health and the health of the planet (2). [...]...
  • Top 100 Largest Spirits Brands Revealed The world’s most popular alcoholic drink in 2017 was the South Korean soju brand Jinro, owned by Hite-Jinro, according to the IWSR Real 100, the definitive ranking of the world’s largest spirits brands by volume. Selling almost 76m nine-litre cases, Jinro retains its number one position from last year, and once again by a staggering [...]...

Warburtons snack rebrand unveiled

March 11
11:51 2013

French food dressings and sauces firm Lesieur has turned to RPC for its new range of products

The brand consultancy said it hopes the rebrand will “shake up the category with tasty yet better-for-you credentials”.

The brief was to create a powerful and exciting sub-brand for the product range under the Warburtons parent umbrella.

Family (and friends) (F&F), along with The Tulip Partnership were commissioned by Warburtons to help completely rethink the brand proposition, conduct consumer research, find a name and develop a new look.

As a result, the team led by F&F, re-structured the range and rebranded under the banner of Warburtons Escapes.

In a statement, F&F said: “The new brand positioning revolves around the idea of a ‘Happy Adventure’ – bringing together it’s global flavour influences and the opportunity for consumers to escape from the daily grind and the generic crisps and popcorn on offer – hence the name.”

The pack design specialist said the design approach aims to create a flavour journey that travels across various continents, with collaged illustrations created by children’s book designer Andrew Griffin and food photographer Howard Shooter.

The new look goes on sale from mid-March in multiples across the UK.

“We were selected on our strength of experience in branding the snacking sector; The key challenge was to take Warburton’s, essentially a bread and morning goods brand and extend into a credible evening snacking opportunity,” said Derek Johnston, strategy partner at F&F.

Creative director Alex Durbridge added: “Naming is such a tricky thing these days, with very little left in the world available to ‘own’, but I think in Escapes we have created something that has a real chance of getting consumers to take notice on shelf – it’s fun and playful, just like a snack should be.”

Warburtons snacks director Martin Garlick said: “The Escapes branding has been well received by the trade, we’re confident that our proposition and branding now reflect the excellent quality and taste of our unique product range. I’m extremely excited to see how it performs in the market.”

About Author

colin

colin

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • September 5, 2018Int'l Food Products and Processing Technologies Exhibition (WorldFood Istanbul)
  • September 15, 2018iba
  • September 25, 2018PPMA Show 2018
  • September 27, 2018Int'l Fruit Show (eurofruit)
AEC v1.0.4

Jobs: Food Packaging

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber





Subscribe Here



Advertisements