Whilst the new packaging retains the distinctive colours that help consumers quickly find their favourite flavour, 'Kettle' has been made more prominent, moving to a central position on the front of pack which really enhances visibility on shelf.
The new designs provide added vibrancy and impact and are the first phase of a relaunch which introduces a more contemporary feel for the brand.
The flavour descriptors are more informal yet bolder, incorporating hints of the ingredients in the typeface, for example the ‘i’ in Balsamic is in the shape of a vinegar bottle and the ‘B’ in Bacon includes a rasher of bacon! In addition, the updated back of pack now shows the key product messages in a new infographic format which brings to life the brand’s reasons to believe in a more visual way.
Regarding the Big Bag launch, Andrew Slamin, Kettle Foods Marketing Director comments “The new packaging and launch of the big bag range will continue to drive growth of the Kettle brand ahead of the category and represents a fabulous opportunity for retailers to capitalise on the continuing consumer trend towards more premium snacking options, particularly in sharing formats.
The Big Bag format offers premium quality at a lower price per kilo which will be especially attractive to consumers at a time when many other brands are having to increase prices or reduce pack sizes.”