Heinz Unveils New Packaging for Farley’s Rusks

Heinz has unveiled new re-designed packaging for Farley’s Rusks, with the aim of reigniting nostalgia and warmth towards one of the UK’s best-loved infant snacks

Heinz has unveiled new re-designed packaging for Farley’s Rusks, with the aim of reigniting nostalgia and warmth towards one of the UK’s best-loved infant snacks. As well as an overall retro feel, key changes to the packaging include a stronger emphasis on the nutritional value, as parents become increasingly health conscious and concerned about their childrens’ diets. The front of the packaging highlights that each rusk is packed with seven key vitamins and minerals, including iron and calcium, bringing the message to the front of parents’ minds.

The new packs also display serving suggestions, such as using rusks as a finger food to encourage self-feeding and hand to eye coordination, and mixing with milk to create a puree for younger babies and children, showcasing the versatility of the product for all occasions.

One feature that is set to stay as part of the new packaging is the well-known and loveable character of Farley Bear. Farley has become synonymous with Farley’s Rusks, and has continued to evolve with the brand over the years. The mascot’s inclusion in the new packaging is a testament to its importance in maintaining the brand’s equity.

The UK finger food market is currently worth £46m, growing 3.6 per cent YoY. Whilst Heinz currently has 100 per cent market share in the rusks category, it aims to drive growth in the finger food market by highlighting the brand’s heritage.

Millions of consumers have grown up with the iconic product, which joined the H.J. Heinz company in 1994, bringing with it a proud tradition whose origins go back to the 1880s. A Plymouth doctor became so concerned about the health of children from less well-off families, he took an inspired idea to Edwin Farley, a local baker, to create a simple biscuit that would be both nutritious and affordable.

Jeanette McCready, senior brand manager for Farley’s, said: “Farley’s played a huge part in most of our early upbringing, as those with younger siblings can probably remember. It’s those nostalgic memories we want to evoke with our redesign, whilst also emphasising why rusks are more relevant than ever for the modern parent looking for a nutritious, healthy and versatile food option for their children.”

The new packaging will begin to appear in-store from October. The 18 x 300g and 9 x 150g packs in Original, Reduced Sugar and Banana will be updated from October, followed by the Original Mini Rusks and Bear Biscuits in December. The rusks have an RRP of £2.29 for the 300g packs and £1.49 for the 150g packs.

Source: Heinz