Green Giant unveils new look
The packaging of the UK’s No. 1 sweet corn brand is set to reveal a fresh feel from June 2011, as Green Giant unveils a modernised look to create greater appetite appeal and on-shelf impact.
The packaging of the UK’s No. 1 sweet corn brand is set to reveal a fresh feel from June 2011, as Green Giant unveils a modernised look to create greater appetite appeal and on-shelf impact.
The brighter packaging features new product photography that delivers improved appetite appeal. Increased sunshine cues used on-pack give a warm feel to the new look and a stronger prominence on-shelf. The updated packaging will also be followed by revised shelf-ready packaging, which will ensure Green Giant’s role as the beacon brand in the canned vegetables aisle.
To increase differentiation between variants, the Salad Crisp variant will see its yellow on-pack brand flash change to purple, to help it stand out even further on-shelf and aid shoppers. All other Green Giant variants will retain their on-pack flash colours.
The updated look aims to attract new shoppers to the category and also consumers who may have lapsed from purchasing the category. Coupled with the new packaging, this year the brand is being backed by a £4 million overall marketing investment in the UK.
Ed Culf, Marketing Director at General Mills UK, says: “In 2011, Green Giant is building on the success enjoyed in 2010 with a fresh look that will provide greater appetite appeal for consumers, as well as stronger ‘findability’ on shelf.”
As part of the new packaging, Green Giant will be introducing an easier to open lid, an improvement that will still retain the product’s freshness and safety benefits.
Green Giant’s value growth stands at 2.7%, against a decline in the canned sweet corn category of 1.7%, indicating that Green Giant is outperforming the category.
Source: General Mills
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