Heineken has announced a new design for Foster’s - the most popular classic lager in the UK with 40% value share (Nielsen Total Off Trade MAT to 11.02.17).

The new design will be implemented across the brand range including Foster’s Gold and Foster’s Radler, which will roll out into stores from April to showcase the beer’s refreshment and heritage credentials.

Key changes include the repositioning of the silver border - which is now angular and sits on the left corner – plus a more roundel shape to highlights the Foster’s ‘F’.

Ifeoma Dozie, mainstream beers director at Heineken, says: “As the category leader in classic lager, we are excited to reinvigorate the brand design by re-establishing the Foster’s refreshment credentials through the brand’s distinctive heritage story. The refreshed packaging, plus exciting activations around the ongoing English Cricket Board partnership, will ignite passion amongst shoppers. We’re committed to supporting the brand which currently holds 40% value share (Nielsen Total Off Trade MAT to 11.02.17) and is a huge sales driver for retailers.”