Kerry Foods is planning a complete overhaul of its Green’s home-baking brand that will include new packaging, new products, a reformulation of recipes and more character-licence ranges.
The new-look range and products are due to hit shelves next month and a consumer press and PR campaign to support the relaunch is planned for later in the year.
The new design includes a “unique” opening feature, which enables consumers to detach one side of the box to more easily display the on-pack recipes and instructions.
As part of the relaunch, Kerry is adding decorating tubes and activity sheets to all its kids’ baking kits and relaunching the consumer website, www.greenscakes.co.uk, with recipes, tips and games.
Another plank of the relaunch is the addition of three new products: Lemon & Choc Orange Gooey Centred Muffins, Soft & Chewy Cookies with Belgian Milk Chocolate and Rocky Road cakes. The new products were all totally natural and contained no nasties, said the company. Artificial flavours and colourings have also been removed across the existing range of products.
Children’s favourite Tweety Pie and CBeebies show In The Night Garden are to join the licensed portfolio, which already includes Doctor Who, Dora The Explorer and Scooby Doo.
The nine-month project and £300,000 investment would bring the brand up to date and modernise the home-baking category by promoting it as a fun family activity, said Sara Gardner, category development controller, home baking.
“The fresh new look, features and recipes have been designed to provide the perfect solution for busy parents and keen bakers,” said Gardner. “We are looking forward to providing our consumers with not only a refined product but also entertainment for the family to enjoy.”
The relaunch of the Green’s range was part of Kerry’s ongoing commitment to today’s baker, added Gardner. “We are confident from our extensive research of the category that we have created a recipe for success.”
The new-look range and products are due to hit shelves next month and a consumer press and PR campaign to support the relaunch is planned for later in the year.
The new design includes a “unique” opening feature, which enables consumers to detach one side of the box to more easily display the on-pack recipes and instructions.
As part of the relaunch, Kerry is adding decorating tubes and activity sheets to all its kids’ baking kits and relaunching the consumer website, www.greenscakes.co.uk, with recipes, tips and games.
Another plank of the relaunch is the addition of three new products: Lemon & Choc Orange Gooey Centred Muffins, Soft & Chewy Cookies with Belgian Milk Chocolate and Rocky Road cakes. The new products were all totally natural and contained no nasties, said the company. Artificial flavours and colourings have also been removed across the existing range of products.
Children’s favourite Tweety Pie and CBeebies show In The Night Garden are to join the licensed portfolio, which already includes Doctor Who, Dora The Explorer and Scooby Doo.
The nine-month project and £300,000 investment would bring the brand up to date and modernise the home-baking category by promoting it as a fun family activity, said Sara Gardner, category development controller, home baking.
“The fresh new look, features and recipes have been designed to provide the perfect solution for busy parents and keen bakers,” said Gardner. “We are looking forward to providing our consumers with not only a refined product but also entertainment for the family to enjoy.”
The relaunch of the Green’s range was part of Kerry’s ongoing commitment to today’s baker, added Gardner. “We are confident from our extensive research of the category that we have created a recipe for success.”
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