Werther’s Original has revealed an eye-catching new pack design which brand owner Storck says will enliven the brand’s heritage and make it stand out on shelf.
“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 Andy Mutton, Sales Director, Storck UK. “Our redesign will help new consumers to see the variety of delicious 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 should help consumers navigate the range, which includes Butter Candies, Creamy Filling, Creamy Toffees, Eclairs and Butter Mints, as well as a growing number of Sugar Free varieties. The newly re-coloured village design is at the heart of the pack, connecting consumers to the traditional recipe and evoking “comforting childhood memories” synonymous with Werther’s Original.
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.”
Werther’s Original is on TV now until the end of September with a £4m advertising campaign that raises awareness of the whole range and features tags supporting Sugar Free and Creamy Filling variants. The Werther’s Original Caramel shop has been touring the UK this year and more dates for the remainder of the year will be announced soon.