Enduring Italian brand Napolina has been given a major packaging overhaul. New owner Princes, which bought the brand from Unilever Bestfoods last May following a period of decline, has also committed a £7.8m marketing spend to the brand over the next four years. The company, which already claims to have performed a sales u-turn on the brand's key players, said the support was needed to keep momentum going behind the brand following its acquisition. New packs feature the same iconic logo but have been cleaned up to make them more appealing to shoppers. Napolina general manager Peter Berry said: "We felt the packaging needed addressing to provide consistency across the range. "We have retained the familiar black labelling but redefined the wording so that the labels are clear and concise. "The result is stylish, Italian imagery with strong on shelf impact." {{P&P }}

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