Unilever’s healthy snacking brand Graze has unveiled a new brand identity and bolstered its sustainability credentials.
The new look includes an enlarged, clean, white logo for easier brand recognition, while illustrated hands guide shoppers to product photography. Consumer testing found that the new packaging has significantly greater stand out on shelf and significantly higher purchase intent than before.
The launch of the new brand identity is supported by a £6m marketing investment – the brand’s largest to date – across a range of channels, including TV, PR, social, in-store shopper marketing and digital advertising, running through to October.
Graze has also improved the recyclability of its packaging. Improvements have been made across its Crunch range, with sharing bag packaging now featuring the OPRL ‘Recycle with bags at large supermarket’ label on pack.
Joanna Allen, CEO at Graze, commented: “We’ve made huge changes across our portfolio – from a brand-new look and feel to sustainability improvements in our packaging.
“We believe that little and often is the future of food. With almost a billion snacking opportunities every week, and research showing that 97% of people are planning to snack the same, or more, in the future, we encourage retailers to make the most of this opportunity.”
