Lactalis McLelland has unveiled a redesign of its Seriously Spreadable range, including a revised pack design and brand image.

The new packs are designed to appeal to families and will launch in stores over the next few months.

Seriously Spreadable Squares is the first product line to be relaunched and will feature a new logo, graphics and brand image.

Later in the year, Seriously Spreadable Tubs will also be relaunched, with a design focused on the product’s Scottish nature. The revamp brings the Seriously Spreadable brand in line with the Seriously Cheddar range, which was relaunched earlier this year.

Mike Chattersn sales director for Lactalis McLelland said: “Packaging is a great way of communicating the brand’s credentials at the point-of-purchase.

“The new Seriously Spreadable pack designs have been developed to improve on-shelf visibility and better communicate the product’s unique selling points. The most important changes we’ve made are re-branding from Seriously Strong to Seriously and the adoption of the ‘Creamy’ taste descriptor to broaden the brand’s appeal to the entire family.”

The relaunched Seriously Spreadable range will be rolled out to stores throughout the autumn and will be supported by in-store and in-home sampling, as well as social media activity.