Green’s Gives Baking Range a New Look

22 Aug 2011

Baking brand Green’s are giving the brand an overhaul changing the packaging of its products with an updated logo, strapline and design.

The packaging will be premiered with a new creative cupcake range designed to appeal to a younger audience and mark the brand’s rejuvenation.

To complete the brand refresh Green’s will also be re-launching their website at the end of August.

Green’s cupcake mix range, which hit shelves at the beginning of August includes three flavours – a strawberry, blueberry and lemon cupcake mix.

The mixes have been developed in a bid to attract a younger consumer to the brand with the cupcakes appealing to an 18-35 year old audience.

The new cupcake mixes also come with a jam filling for the centre and a piping nozzle enabling consumers to create a professional looking cupcake in minutes.

The cupcakes already have retail support with confirmed stockists including Asda, Tesco, Morrisons and Wilkinsons (SRP £2.15).

The launch will be supported by in store promotions and a comprehensive marketing campaign designed to emphasise the creative element of the cupcakes with various recipe and customisation suggestions to encourage repeat purchase.

Kerry Foods, owner of Green’s, created the new look packaging and cupcake range after consumer research and customer opinion into the Green’s brand.

As a result the packaging has now been updated with a greater focus on the product on sale and images both of the finished product and step by step photo instructions.

The packaging also includes references to the brand’s heritage and founder Brighton baker Horace Green.

Green’s will support the brand update with an overhaul of the website from the end of August, with improved product sections and new recipe suggestions.

There are also plans to create an area where users can upload and share pictures of their Green’s baked goods and recipe suggestions.

Senior Brand Manager for Green’s, Emma Calder said: “Following extensive research with consumers we have worked hard to update the brand – not only with new packaging but also improved taste credentials across the range.

“This will not only enhance the brand experience for our existing customers, but with the addition of the cupcake range, emphasising creativity, we will also attract a new, younger audience to Green’s.

“We are confident that the improved taste and packaging and new cupcake range will help to make Green’s a kitchen cupboard essential and go-to baking product for any occasion.”

Source: Green’s