Seabrook Crisps has given Lattice a new look in an effort to reflect the ‘premium nature’ of the snack range.
Designed in collaboration with agency Robot Food, both 40g and 120g bag formats – which feature a ‘peel and share’ pack front – have been changed from light brown to dark blue, with each of seven flavours getting its own colour of Seabrook logo.
The ‘Lovingly Made in Yorkshire’ strapline has been replaced with ‘Bags of Flavour, Made with Pride’ to help reinforce the taste and quality messaging.
It was important for Seabrook to have a “quality product” in Lattice, said Kevin Butterworth, marketing and international sales director for the brand – which has seen value sales fall 10% to £29.3m on volumes down 5.6% [Nielsen 52 w/e 15 October 2016].
“Consumers felt the new packaging is attention grabbing and reflects the premium nature of the brand,” Butterworth added.
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