Sugar confectioner Werther’s Original has had a packaging refresh in a move to make it more vibrant.
The new look is described as the most significant update in its history and it is hoped it will enhance on-shelf visibility, simplify shopper navigation of the range and “bring the brand’s appeal into a new era,” it reports.
The refreshed packaging maintains its identity while introducing a more contemporary, modern and vibrant colour. This design retains the essence of the brand’s heritage, while seeking to make it more relevant to a wider range of shoppers, especially those discovering the brand for the first time.
The refresh builds on this strength by introducing clearer distinction of the variants available across the range. This will include Creamy Filling, Salted Caramel Cream, Chocolate covered caramels and a range of sugar free options, along with its much-loved Butter Candies and Creamy Toffees.
Andy Mutton, managing director at supplier Storck UK, said: “The rebrand comes at a time of strong growth, enabling retailers to capitalise on consumer demand for variety, convenience and sugar free alternatives. This refresh injects new energy into the brand while enhancing its shelf standout.”
The new packaging will roll out across grocery, impulse and wholesale channels in the UK and Ireland from next month and to support retailers during this launch, in-store and online promotions will be carried out across the final quarter of the year.
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