Werther’s Original has an eye-catching new pack design, which focuses on the brand’s heritage.

“Werther’s is already being consumed by one in seven households and growing 8%, driven by our expanding range and continued heavyweight TV support,” said sales director Andy Mutton. “Our redesign will help new consumers to see the variety of treats available from Werther’s and encourage trial. Retailers should expand the number of Werther’s lines they offer to take advantage of the opportunity this redesign is set to generate.”

Bolder variant names and colour coding will now help consumers clearly navigate across the Werther’s range. The newly re-coloured iconic village design will be at the heart of the pack, connecting consumers to the traditional recipe and evoking comforting childhood memories synonymous with Werther’s Original, claims Storck.

Mutton added: “Werther’s Original continues to drive strong growth ahead of the sugar category. We have seen retailers who stock a wider range of Werther’s enjoy incremental sales, demonstrating that different Werther’s varieties appeal to different consumers and occasions. We believe the refresh brings greater differentiation which will drive further growth. To help retailers with this in the impulse channel, we also have roll packs and flip top boxes available.”