Cravendale has postponed the launch of new look packaging due to go into stores this month.
The milk brand leader had unveiled new packaging at IFE, but later withdrew the prototypes. Group brand manager for milk Jessica Hardcastle would not comment on rumours the redesign had been pulled after unfavourable consumer testing feedback, but stressed Arla would relaunch it later this year. "We are revisiting the brief," she added.
The packaging seen at IFE included the strapline 'Purer milk, nothing added, lasts longer, stays fresher'. It is not known whether these will be retained.
"This year our key messages are that Cravendale milk is filtered for purity with a 'fresher for longer' message to be promoted below the line," said Hardcastle.
"We also aim to become the milk experts through the ownership of certain generic milk messages."
The milk brand leader had unveiled new packaging at IFE, but later withdrew the prototypes. Group brand manager for milk Jessica Hardcastle would not comment on rumours the redesign had been pulled after unfavourable consumer testing feedback, but stressed Arla would relaunch it later this year. "We are revisiting the brief," she added.
The packaging seen at IFE included the strapline 'Purer milk, nothing added, lasts longer, stays fresher'. It is not known whether these will be retained.
"This year our key messages are that Cravendale milk is filtered for purity with a 'fresher for longer' message to be promoted below the line," said Hardcastle.
"We also aim to become the milk experts through the ownership of certain generic milk messages."
No comments yet