Haywards has launched a new and improved range with an entirely revived offering.

The revamp includes a new on-pack ‘tang-o-meter’ which Haywards hopes will demystify the pickled vegetable range. Other changes include improved recipes, a new logo and new jar shape.

The ‘tang-o-meter’ is a direct result of feedback from consumers who wanted help classifying the flavours within the Haywards range. The new jar size, developed following feedback from consumers about their usage, now offers consumers the amount they need in an easier to hold jar.

The brand is also investing over £700,000 in a fully integrated communications plan. This includes regional sampling, digital support, OOH posters, and a full sponsorship package with a key media title. To complete the consumer purchase journey there will be considerable in-store support to communicate the brand revamp to the current Haywards customer, whilst encouraging trial from new shoppers.

Kate Charman, Hayward’s brand manager at Mizkan Euro, said: “Everything has been designed to elevate the Haywards brand to be best in class. We are particularly proud of the ‘tang-o-meter’ that helps shoppers pick the right pickled vegetable for them and our new recipe that tastes fantastic.”