While the new packaging retains the distinctive colours that help consumers quickly find their favourite flavour, Kettle has been made more prominent, moving to a central position on the front of pack which really enhances visibility on shelf.
The new designs provide added vibrancy and impact and are the first phase of a relaunch which introduces a more contemporary feel for the brand. While, the updated back of pack now shows the key product messages in a new infographic format which brings to life the brand’s reasons to believe in a more visual way.
The new packaging combines Kettle’s premium positioning with a fun and lighter feel, designed to strengthen the appeal of chips made with real food ingredients and bring pleasure to a wider audience.
Andy Verney, Kettle Foods head of impulse, said: “The new packaging will continue to drive growth of the Kettle brand ahead of the category and represents a fabulous opportunity for convenience retailers to capitalise on the continuing consumer trend towards more premium snacking options, particularly in sharing formats.”