Principles Creates New Look for Sun Valley Pretzels

Sun Valley marketing manager Jonathan Barr said: Research through Principles Agency conclusively showed that a low-fat snack, with real taste would appeal to the health-conscious, young woman.

17/07/2008 Principles Agency in Leeds has created a new identity and packaging for Sun Valley's Skinny Baked Pretzels, part of the Pretz brand.

Sunderland printer EBR printed the packs flexo in eight colours on metallised polyester supplied by Innovia.

The design agency was briefed to target the Pretz products, including a new jalapeno flavour, at the adult market, particularly younger women aged 20-30.

The Pretz brand’s main target previously was children’s snacks.

Sun Valley marketing manager Jonathan Barr said: Research through Principles Agency conclusively showed that a low-fat snack, with real taste would appeal to the health-conscious, young woman.

The research invited women to ‘make a date with their taste buds’ using sensual imagery and dating style language.

Each flavour is linked in with a different type of man, to add the fun element.

The Jalapeno Chilli flavour is moody and unpredictable, while Worcester Sauce is strong and dependable, and Sour Cream & Onion is cool and sophisticated.

Strong nutritional messages, including ‘ditch the fat’, ‘be demanding’ and ‘no dark secrets’ strengthened the health proposition.

The packs will be stocked at independent retailers, foodservice, forecourts and vending machines, priced 45p, from this month.