Whitworths has launched new packaging as part of a drive to change the way consumers think about dried fruit, nuts and seeds.
The company claims that by placing the spotlight on dried fruit, nuts and seeds sources of macro and micro nutrients, millions of incremental usage occasions will be unlocked for the category.
The change is the result of insight from an independent white paper supported by several industry bodies and nutrition professionals due for launch later this year. The paper’s findings highlight the power of dried fruit, nuts and seeds as an incomparable source of nutrition, with health benefits including fighting fatigue, protecting cells and improving heart health.
Whitworths’ new positioning, which aims to tap into an audience seeking ways to boost their family’s nutrition, will be launched later this year, supported by a £2m marketing campaign.
This is being accompanied by the rollout of new packaging design across its core portfolio, which highlights the health benefits associated with each product.
Phil Gowland, Commercial Director of Whitworths, said: “We’re very excited about the new positioning for two reasons: Firstly, we hope the visibility and clarity of the new packaging will help consumers to discover more of our products and their substantial nutritional benefits in store.
“Secondly, we look forward to genuinely being able to support the improved mental and physical health of the nation by simply enjoying our nutrient-dense dried fruit, nuts and seeds.”
He added: “The launch of the new packaging in 2024 will be a significant step for Whitworths as we move towards a more positive market position as a nutritional powerhouse brand. Not only is this a clear visual step change for the brand, it signifies a bigger moment for the category as we showcase the powerful nutritional benefits of dried fruit, nuts & seeds, putting the category on the pedestal it deserves.”
