To celebrate its 125th anniversary, Bahlsen is rebranding its portfolio.

The brand’s Hit range, which includes Cocoa Creme, Hazelnut, Coconut and Vanilla, will be the first to change to the new red packaging. The rest of the range will follow suit in 2015.

Marketing director Jonathan Duffin explained the logic behind the change. “We’re very excited about the new look of the Hit range,” he said. “Market research has shown that consumers really connect with the new packaging and our research has found that the colour red has more of an emotional pull than our former blue packaging.”